Beer and brewing culture are strong markers of regional identity and many visitors spontaneously cite beer as a promise they want to discover throughout their tourist experience. With the resurgence of craft breweries, the European Metropolis of Lille and the region’s brewers have joined forces to build a quality label for tourism. Today, 16 breweries have been awarded the label, offering three levels of reception, with an essential link to the production site: reception/sales (to buy products made on the spot), the visit/tasting and finally the “taproom” reception to have a drink with a view of the brewing tanks. Héritage Bière is also a network of professional actors committed to the development of Destination Lille.

What are the targets?

Tourists, visitors, general public and professionals of the brewing and tourism industry

How will your project contribute to promoting the gastronomy of the Hauts-de-France region?

The Héritage Bière label aims at revealing a network of places that offer a tourist experience around beer, with breweries as the first priority. The labeling process has allowed us to share with brewers the standards of welcome expected by tourists (opening hours, communication tools, quality of the visit) to help them structure their way of welcoming.
The label will be extended tomorrow to other places frequented by tourists (hotels, bars, restaurants) to ensure that a beer culture is shared by all tourism professionals and that the promise of a territory “renowned” for its beer is kept.
It is therefore a real approach to structuring the offer to reveal a part of the local gastronomy and to share it.

European Metropolis of Lille / Tourism Department

Public Establishment of Intercommunal Cooperation of 95 municipalities and more than 1 Million inhabitants.
Competent in many areas including tourism.