The More than Only Food & Drink campaign brought together leading pub and beer professionals at The Morning Advertiser Beer Roundtable on 18 November 2025, held at The Kensington Arms in Bristol. Hosted in partnership with The Morning Advertiser - the UK’s longest-running and most influential trade publication for the licensed sector - the event gathered 14 operators, owners and publicans for an in-depth discussion on European beer traditions, market opportunities and the role of quality schemes in the UK on-trade.
Exploring Europe’s Brewing Heritage
More than Only Food & Drink campaign beer expert Mark Dredge opened the session with an introduction to EU geographical indication labels - Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) - and Organic certifications. He also outlined the key merits that distinguish Europe’s beer culture. His presentation set the tone for a lively and informed discussion moderated by Morning Advertiser News Editor Phoebe Fraser.
The tasting session featured eight beers from seven EU Member States, including Münchener Bier PGI from Germany, and České pivo PGI from Czechia, as well as organic styles from the Netherlands. From Italian dry-hopped Pilsner and Belgian Saison to Dutch alcohol-free innovations and Swedish dessert stout, the line-up showcased the breadth of European brewing.
Mark guided attendees through flavour profiles, food pairings and ways these beers could complement or diversify existing drinks menus. Several products generated particular interest, notably the Alcohol-Free Citrus Blonde Beer and the Organic Trappist Ale, both of which are from the Netherlands and were highly praised for their quality and relevance to current market trends.
Strong Engagement and Growing Interest in EU Beers
Participants predominantly rated the tasting, organisation and information received as “very good” or “good” and many attendees reported increased understanding of EU certifications and improved perception of lesser-known European beers, with 57% saying their perception had significantly improved.
Looking ahead, almost 43% of participants said they were likely and over 28% very likely to increase their engagement with EU beers. Several indicated plans to purchase, stock, recommend or sell EU beers following the roundtable.
Supporting the UK Pub Sector with Diversity and Quality
Throughout the discussion, operators expressed strong interest in broadening their beer offerings, especially in categories where EU producers excel, such as alcohol-free and organic beers, traditional lager styles and distinctive regional specialties. The expert’s explanations of how each beer could be positioned on menus or integrated into seasonal offers provided clear, actionable inspiration for attendees.
The partnership with The Morning Advertiser enabled the campaign to reach a highly targeted and influential audience within the pub trade. The high level of engagement, quality of discussion and strong interest in EU beers underscore the sector’s openness to exploring Europe’s brewing excellence - both traditional and innovative.
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