Concourse de Biérologie
QUALITY
A Winning Experience
A 'beerologist' is to beer what a sommelier is to wine: an influential and credible steward who
specialises in all things beer. HEINEKEN's prestigious Concourse de Biérologie is held annually
in France to find the country's most skilled young beerologists. The competition highlights how
providing a quality beer experience must be cultivated by training staff and can help customers
breathe new life into the category. Amel Du Poy, Category Communication Manager for
HEINEKEN in France, explains.
ranee is a country
with a wine culture, so
knowledge of beer is
Each edition runs over two calendar years,
beginning in the summer by identifying
the most attractive schools to take
part. Following theoretical and practical
selection tests conducted between
September and December, one candidate
is chosen to represent each school.
Regional semi-finals are held in the spring,
before the remaining participants head to
the national finals in May.
isn't to reach them all," says Amel. "It's a
qualitative selection, so we try to attract
the best schools in the largest cities."
relatively limited. "We have all the tools
needed to provide a quality draught, but
ultimately, the barman or woman is key
to ensuring the perfect beer experience,"
says Amel. "The on-trade market in France
is evolving, so classic bars that serve beer
are on the decline. At the same time,
other types of outlets are increasing in
numbers, such as restaurants and hotels,
where it is important to ensure a premium
image and high-quality service."
During the finals, held this year in Paris,
candidates are required to complete four
practical tests, which cover the areas that
consumers value most highly during a
These changes prompted the launch of
the Concourse de Biérologie six years
ago. The first competition in 2004/2005
attracted around 15 French hospitality
colleges. This has now grown to include
some 80 educational establishments.
'beer experience'. "The jury is made up of
representatives from FIEINEKEN as well
as our trade partners," says Amel. "These
are members of associations that are
"In total, there are between 100 and 120
hospitality schools in France, but the idea
active in the hospitality industry, including
Marriott hotels and the Association of
World of FIEINEKEN Autumn 2011
