Gangneung’s Craft Beer Revolution
Gangneung, a coastal gem on South Korea’s eastern shore, has long been celebrated for its tranquil beaches and thriving coffee culture, but a new narrative is fermenting within its city limits: a vibrant craft beer scene. This burgeoning industry is quickly establishing Gangneung as a must-visit destination for those seeking an authentic taste of Korean ingenuity beyond the ubiquitous mainstream lagers. The city’s transformation from a coffee-centric locale to a haven for craft beer enthusiasts underscores a broader shift in South Korean palates, one that embraces innovation and locally produced, artisanal beverages.
This quiet revolution is reshaping the city’s cultural landscape, attracting a new wave of visitors eager to explore its diverse offerings. The intersection of traditional Korean values and modern brewing techniques creates an experience that is both culturally enriching and palate-pleasing. Gangneung’s emergence as a craft beer destination adds a compelling dimension to the region’s appeal, moving beyond its natural beauty to offer a dynamic and engaging cultural experience. The city’s embrace of craft beer is not merely a trend but a reflection of a deeper cultural shift towards valuing artisanal products and unique, locally sourced ingredients.
This movement is driven by a generation of Koreans eager to explore new tastes and support local businesses, making Gangneung a microcosm of this national trend. This burgeoning scene is not just about replicating Western styles; it’s about crafting beers that resonate with Korean identity. Gangneung’s microbreweries are experimenting with indigenous ingredients, from locally grown rice and fruits to foraged herbs and spices, creating beers that are uniquely Korean. This innovative approach is drawing the attention of both domestic and international travelers, eager to taste the distinct flavors of Korean craft beer.
The use of traditional fermentation techniques, sometimes adapted from Korean winemaking and food preservation practices, adds another layer of cultural depth to these brews. The result is a range of beers that are both familiar and exotic, reflecting the rich culinary heritage of the region while embracing modern brewing innovations. These breweries are also actively promoting sustainability, working with local farmers to source ingredients, which further strengthens their connection to the community and enhances the overall experience for visitors.
The rise of Gangneung’s craft beer scene is significantly impacting the city’s tourism landscape. Microbrewery tours and beer tasting events are becoming increasingly popular, offering visitors a hands-on experience of the brewing process and a chance to sample the diverse range of beers on offer. These tours often include insights into the unique ingredients used and the brewing philosophy of each brewery, adding an educational element to the experience. Many establishments also pair their beers with local culinary specialties, creating a harmonious blend of food and drink that highlights the region’s gastronomic strengths.
This emphasis on local ingredients and culinary pairings further enhances the visitor experience, making it a journey of taste and discovery. The integration of craft beer into the city’s tourism offerings is attracting a more diverse demographic of travelers, from seasoned beer aficionados to curious newcomers eager to explore the unique flavors of Korean craft beer. The collaborative approach between brewers, chefs, and local businesses has created a vibrant ecosystem that benefits the entire community.
Beyond the purely sensory experience, Gangneung’s craft beer culture is also fostering a sense of community and camaraderie. Local beer festivals and tasting events bring together brewers, enthusiasts, and curious locals, creating a vibrant atmosphere of shared appreciation for quality craft beer. These events often feature live music, local food vendors, and opportunities to interact with the brewers themselves, creating a sense of community and shared experience. This focus on community engagement is a key factor in the success of Gangneung’s craft beer scene, helping to build a loyal following and fostering a culture of appreciation for locally produced goods.
The collaborative spirit among the breweries is also evident, with brewers often sharing ideas, techniques, and even ingredients, further strengthening the overall quality and diversity of the local beer scene. The growing popularity of these community-focused events highlights the cultural significance of craft beer in Gangneung, transforming it from a simple beverage into a social and cultural experience. The growing availability of microbrewery tours in Gangneung is a testament to the increasing interest in Korean craft beer.
These tours provide a behind-the-scenes look at the brewing process, from the selection of ingredients to the final bottling and kegging. Visitors can learn about the unique challenges and triumphs of local brewers, gaining a deeper understanding of the craftsmanship and passion that goes into each batch. Many breweries also offer beer tasting sessions, allowing visitors to sample a variety of different styles and flavors, and learn about the unique characteristics of each brew. These tours often include opportunities to meet the brewers themselves, providing a personal touch that enhances the overall experience.
The immersive nature of these tours makes them a popular attraction for both domestic and international tourists, contributing to the growth of craft beer tourism in Gangneung. This increased interest is not just beneficial for the breweries themselves but also for the local economy, as it attracts visitors who are eager to explore the city’s other offerings, from its historical sites to its natural beauty. This synergistic relationship between craft beer and tourism is helping to transform Gangneung into a dynamic and compelling destination.
A History Steeped in Tradition, Embracing Innovation
For centuries, Korea’s alcoholic landscape has been defined by traditional beverages like the milky, slightly sweet makgeolli and the potent, distilled soju. These drinks, deeply intertwined with Korean history, culture, and cuisine, hold a revered place in the nation’s heritage. Makgeolli, often called “farmer’s wine,” boasts a history stretching back to the Goryeo dynasty, while soju, a staple in social gatherings, has evolved over generations. However, the burgeoning craft beer movement represents a relatively recent phenomenon, marking a significant shift in Korea’s drinking culture and offering a refreshing counterpoint to these established traditions.
Inspired by Western brewing techniques yet infused with a distinctly Korean spirit, local microbreweries are forging a new path, experimenting with unique ingredients and processes. This innovative approach results in distinctive flavor profiles that capture the essence of Korean terroir and ingenuity. While the craft beer scene in South Korea is still nascent compared to countries with longer brewing histories, its growth trajectory is remarkable. The number of microbreweries has exploded in recent years, driven by a growing appreciation for handcrafted beers and a desire for diverse flavor experiences beyond mass-produced lagers.
This trend is particularly evident in cities like Gangneung, where a thriving craft beer community is taking shape. Gangneung’s reputation as a cultural hub, renowned for its coffee culture and scenic beauty, provides fertile ground for this burgeoning industry. The city’s emphasis on quality, craftsmanship, and local ingredients aligns perfectly with the ethos of craft brewing, creating a synergy that is driving innovation and attracting beer enthusiasts from near and far. Breweries are incorporating local ingredients such as Korean rice, fruits like yuzu and omija, and even locally grown hops, giving their beers a unique regional character.
The use of traditional Korean ingredients and brewing practices further distinguishes Korean craft beer. Breweries are experimenting with nuruk, a traditional Korean fermentation starter, to create beers with unique flavor profiles rooted in Korean culinary heritage. This innovative approach not only adds depth and complexity to the beers but also pays homage to Korea’s rich brewing history. The incorporation of nuruk represents more than just a novel ingredient; it’s a symbolic gesture, bridging the gap between ancient traditions and modern brewing techniques.
For example, some Gangneung breweries are using nuruk in their IPAs, creating a fascinating fusion of Western style and Korean heritage. This experimentation is attracting attention from beer connoisseurs worldwide, eager to experience the unique flavors of Korean craft beer. Moreover, the Gangneung craft beer scene benefits from the region’s thriving tourism industry. Visitors seeking authentic cultural experiences are increasingly drawn to the city’s microbreweries, eager to sample locally crafted beers and immerse themselves in the local brewing culture.
Brewery tours, tasting rooms, and beer gardens offer opportunities to engage directly with brewers, learn about the brewing process, and savor the diverse flavors on offer. This growing craft beer tourism is not only boosting the local economy but also contributing to Gangneung’s reputation as a vibrant and dynamic destination. The rise of craft beer in Gangneung also reflects a broader cultural shift in South Korea, where consumers are increasingly seeking out unique, high-quality products that reflect local identity and craftsmanship.
This trend extends beyond beer to encompass various artisanal products, from coffee and tea to food and crafts. The craft beer movement in Gangneung is thus part of a larger narrative about the evolving tastes and preferences of South Korean consumers, who are embracing new experiences while simultaneously rediscovering and celebrating their cultural heritage. The fusion of tradition and innovation is a defining characteristic of Gangneung’s craft beer scene, making it a truly compelling destination for beer lovers and cultural explorers alike.
The Pioneers of Gangneung’s Craft Beer Scene
At the forefront of Gangneung’s craft beer movement are a handful of innovative microbreweries, each contributing a unique flavor profile to the city’s burgeoning beer scene. These establishments are not merely replicating Western styles; they are pioneers, blending traditional Korean brewing practices with modern techniques to create beers that reflect the region’s distinct cultural heritage. Brewery X, for instance, has garnered significant attention for its experimental India Pale Ales (IPAs), incorporating locally sourced pine needles for a refreshing, subtly resinous twist.
This innovative approach highlights the brewery’s commitment to using local ingredients, creating a truly Gangneung craft beer experience. Their Pine Needle IPA has become a favorite among both locals and craft beer tourists, drawing visitors eager to sample this unique expression of Korean craft beer. Meanwhile, Brewery Y takes a different approach, focusing on traditional brewing methods to produce rich, malty stouts. Inspired by Korea’s rich history of fermentation, Brewery Y incorporates roasted barley, lending a subtle nuttiness and a hint of traditional Korean flavors to their stouts.
This dedication to traditional methods combined with modern brewing techniques has earned them accolades within the Korean microbrewery community and positions them as a key player in Gangneung’s craft beer renaissance. Beyond these two leading breweries, several other microbreweries are making their mark on Gangneung’s craft beer scene. Brewery Z, located near the scenic Gyeongpo Lake, specializes in crisp, refreshing lagers perfect for enjoying after a day exploring the city’s beautiful beaches. Their lakeside beer garden offers stunning views, making it a popular destination for both locals and tourists seeking a taste of Gangneung’s craft beer culture.
The rise of these microbreweries has also contributed to the growth of craft beer tourism in Gangneung. Brewery tours and tasting rooms provide immersive experiences, allowing visitors to delve into the world of Korean craft beer, learn about the brewing process, and sample a diverse palette of flavors. From hoppy IPAs to rich stouts and crisp lagers, Gangneung’s breweries offer something for every palate, further solidifying the city’s reputation as a must-visit destination for craft beer enthusiasts. These Gangneung breweries are also playing a significant role in shaping Korea’s evolving beer traditions. By incorporating local ingredients and experimenting with traditional brewing methods, they are creating a uniquely Korean craft beer identity, distinct from Western influences. This innovative spirit is attracting attention from both domestic and international beer aficionados, contributing to the growing popularity of Korean craft beer on the global stage.
Blending Tradition with Modernity
Gangneung’s brewers are not mere imitators of Western styles; they are alchemists, artfully blending global techniques with the rich tapestry of Korean brewing heritage. This is most evident in their innovative use of *nuruk*, a traditional fermentation starter often used in making makgeolli. Unlike commercially produced yeasts, *nuruk* imparts a complex, often unpredictable, character to the beer, resulting in a uniquely Korean flavor profile that cannot be replicated elsewhere. This is a conscious effort to move beyond simple replication, forging a distinct identity for Gangneung craft beer within the broader global beer landscape.
The result is a range of beers that speak to the region’s history and terroir, offering a genuine taste of place for both locals and visitors. One striking example of this fusion is the incorporation of locally sourced ingredients beyond the usual hops and barley. Some Gangneung breweries are experimenting with additions like Korean mountain berries, known as *bokbunja*, or the subtly sweet flavors of *omija*, a five-flavor berry. These ingredients not only add unique flavor dimensions but also connect the beers to the local ecosystem and culinary traditions.
This commitment to local sourcing is a hallmark of the Gangneung craft beer scene, distinguishing it from more mainstream offerings. The result is a sensory journey that goes beyond the typical beer experience, introducing drinkers to the diverse flavors of the Korean peninsula. Furthermore, the adaptation of traditional Korean fermentation methods is another key element in this cultural fusion. For instance, some brewers are employing techniques similar to those used in making traditional Korean rice wines, such as the use of earthenware pots for fermentation, which is believed to influence the flavor and texture of the final product.
This integration of ancient practices with modern brewing technology is a testament to the ingenuity and creativity of Gangneung’s brewers. It’s not just about making beer; it’s about preserving cultural heritage while pushing the boundaries of flavor, making each pint a story of innovation and respect for tradition. This approach is a significant draw for craft beer tourism, offering a deeper, more authentic experience for visitors. This blend of tradition and modernity has also influenced the styles of beer produced in Gangneung.
While you’ll find IPAs and stouts, these often carry a distinct Korean twist. A stout might feature roasted barley with a hint of scorched rice, or an IPA could be infused with the delicate floral notes of Korean herbs. This creative experimentation, fueled by a deep understanding of both global brewing trends and local ingredients, has led to a diverse and exciting range of beers. For those seeking microbrewery tours, the variety and innovation found in Gangneung’s breweries are a compelling reason to visit, promising a tasting experience unlike any other.
The resulting beers are not only delicious, but also a reflection of Gangneung’s unique cultural identity. Ultimately, the success of Gangneung’s breweries lies in their ability to be both local and global, traditional and modern. They are crafting beers that resonate with the local palate while also appealing to an international audience seeking authentic and innovative flavors. This careful balance is what sets Gangneung’s craft beer scene apart, making it a must-visit destination for anyone interested in Korean craft beer and the unique cultural experiences it offers. The commitment to quality, innovation, and cultural heritage is not just a trend, but a fundamental aspect of the brewing philosophy in Gangneung, ensuring the continued growth and appeal of its microbreweries.
A Toast to Community and Craft
The craft beer community in Gangneung is not just surviving; it’s vibrantly thriving, acting as a microcosm of South Korea’s burgeoning craft beer movement. Regular beer festivals, often held in the city’s scenic parks or repurposed industrial spaces, serve as key gathering points. These aren’t just about sampling different brews; they are cultural events where brewers, enthusiasts, and curious locals converge, sharing stories and a mutual appreciation for quality craft beer. These events provide an invaluable platform for smaller Gangneung breweries to showcase their unique creations, fostering a sense of camaraderie and collective pride in the region’s brewing innovation.
The collaborative spirit is palpable, distinguishing Gangneung from other, more commercially-driven brewing scenes. Beyond the larger festivals, smaller, more intimate beer tasting Gangneung events are a regular occurrence. These may take the form of tap takeovers at local bars, or guided tasting sessions hosted by the brewers themselves. Such events allow for a deeper dive into the nuances of Korean craft beer, with brewers often sharing insights into their brewing processes and the unique local ingredients they employ.
For example, at a recent tasting, one brewer detailed how they incorporate locally harvested sea buckthorn into a seasonal sour ale, highlighting the innovative approach that defines Gangneung’s brewing scene. These intimate gatherings not only educate but also strengthen the bonds within the community, fostering a more engaged and knowledgeable consumer base. The rise of craft beer tourism in Gangneung has further solidified the community’s strength. Microbrewery tours are becoming increasingly popular, with visitors eager to witness the brewing process firsthand and learn about the unique techniques employed by Korean microbreweries.
These tours often include detailed explanations of how traditional Korean beer traditions are being reinterpreted within a modern context. The opportunity to meet the brewers, sample a range of beers fresh from the source, and understand the philosophy behind each brew is a significant draw for both domestic and international tourists. It’s not just about drinking beer; it’s about experiencing the culture and the passion that fuels Gangneung’s craft beer scene. The impact of this strong community extends beyond the brewers and enthusiasts.
Local restaurants and bars have increasingly embraced the Gangneung craft beer scene, offering carefully curated beer lists that showcase the region’s best brews. This collaboration has created a symbiotic relationship where the success of one helps elevate the other. Chefs are experimenting with food pairings designed to complement the unique flavor profiles of local beers, further enhancing the overall culinary experience. This integration into the local food and drink landscape has elevated the status of Korean craft beer, transforming it from a niche interest into an integral part of Gangneung’s cultural identity.
Furthermore, the collaborative spirit within the Gangneung craft beer community is evident in the sharing of knowledge and resources. Brewers often collaborate on special projects, such as limited-edition brews, and are known to support each other by sharing equipment and expertise. This spirit of cooperation, rather than competition, is a defining characteristic of the scene. It’s a testament to the shared passion for quality and innovation that binds them together, making Gangneung a truly unique destination for those seeking an authentic Korean craft beer experience. This collaborative approach not only strengthens the community but also ensures the continued growth and evolution of the region’s brewing landscape.
A Diverse Palette of Flavors
Gangneung’s microbreweries offer a diverse palette of flavors, catering to every palate from the crispest lager enthusiast to the most discerning IPA aficionado. From refreshing, light-bodied pilsners perfect for a summer day on Gyeongcheong Beach to robust, complex stouts ideal for cooler evenings, the city’s craft beer scene showcases a remarkable range. Brewery X, for example, offers a crisp Kolsch infused with local citrus, a testament to Gangneung’s innovative spirit. Meanwhile, Brewery Y’s award-winning Oatmeal Stout, brewed with Korean roasted barley, offers a rich, comforting experience with hints of chocolate and coffee, reflecting a deep understanding of traditional Korean flavors.
These diverse offerings provide a unique opportunity to explore the nuances of Korean craft beer and discover new favorites. Beyond the core styles, Gangneung’s brewers are pushing boundaries, experimenting with unique ingredients and brewing techniques. Inspired by the region’s abundant natural resources, brewers incorporate local ingredients like pine needles, mountain herbs, and seasonal fruits into their creations, resulting in beers that are truly representative of Gangneung’s terroir. For instance, Brewery Z’s Pine Needle Pale Ale offers a refreshing twist on a classic style, with a subtle piney aroma and a crisp finish, a perfect example of Korean microbreweries’ innovative use of local ingredients.
These experimental brews not only tantalize the taste buds but also offer a glimpse into the ingenuity of Gangneung’s craft beer scene, making it a must-visit destination for craft beer tourism. The culinary landscape of Gangneung further enhances the craft beer experience. Many breweries recognize the synergy between food and beer, offering carefully curated food pairings that showcase the region’s culinary specialties. From fresh seafood dishes like grilled squid and spicy seafood stew to savory Korean barbecue, these pairings complement the diverse beer styles, creating a harmonious balance of flavors.
At Brewery X, the spicy jjigae pairs perfectly with their citrusy Kolsch, cutting through the richness of the stew, while the roasted barley notes in Brewery Y’s stout enhance the smoky flavors of Korean barbecue. This emphasis on food pairings elevates the craft beer experience, offering a true taste of Gangneung’s culture and traditions. The growing popularity of beer tasting Gangneung tours further highlights the city’s burgeoning craft beer scene. These tours offer visitors a chance to delve deeper into the world of Korean craft beer, exploring different breweries, learning about the brewing process, and sampling a wide range of beers.
For those seeking an immersive experience, microbrewery tours provide an intimate look at the passion and dedication behind Gangneung’s craft beer revolution. From the carefully selected ingredients to the meticulous brewing techniques, these tours offer a unique insight into the art of Korean craft beer, solidifying Gangneung’s reputation as a haven for craft beer enthusiasts. Gangneung’s craft beer scene is more than just a collection of breweries; it’s a vibrant community of passionate brewers, enthusiastic beer lovers, and curious newcomers.
Regular beer festivals and tasting events bring people together, fostering a sense of camaraderie and shared appreciation for quality craft beer. These events provide a platform for brewers to showcase their latest creations, for enthusiasts to discover new favorites, and for the community to celebrate the thriving Korean craft beer culture. This communal aspect of Gangneung’s craft beer scene adds another layer of enjoyment, making it a truly memorable experience for both locals and tourists alike.
Craft Beer Tourism on the Rise
Gangneung’s burgeoning craft beer scene is rapidly transforming the city into a destination for both domestic and international travelers seeking unique and authentic experiences. No longer just a haven for coffee aficionados, Gangneung’s blend of coastal beauty, rich culture, and innovative brewing practices is attracting a new wave of craft beer tourism. Brewery tours offer a fascinating glimpse into the process, from grain to glass, often led by passionate brewers eager to share their knowledge of Korean craft beer.
Many Gangneung breweries, recognizing the growing interest, have invested in dedicated tasting rooms and inviting beer gardens, creating immersive spaces where visitors can sample a diverse range of beers while enjoying stunning views of the coastline or the city’s vibrant cultural landscape. The rise of craft beer tourism in Gangneung reflects a global trend, with travelers increasingly seeking out local and artisanal experiences. The Korean craft beer scene, while relatively young, offers a distinct perspective on brewing, incorporating local ingredients and traditional fermentation techniques.
This resonates with tourists who are eager to delve beyond the typical tourist attractions and discover the true essence of a destination through its food and drink culture. For instance, Brewery X, known for its experimental IPAs, offers tours that highlight the use of locally sourced pine needles, providing a unique insight into Korean microbreweries and their innovative approaches. These tours often include guided tastings, allowing visitors to appreciate the nuanced flavors and the stories behind each brew, further enriching the cultural exchange.
Beyond individual brewery experiences, Gangneung is also fostering a vibrant craft beer community through regular festivals and tasting events. These gatherings bring together brewers, enthusiasts, and curious locals, creating a sense of camaraderie and shared appreciation for quality craft beer. Such events offer a fantastic opportunity for tourists to not only sample a wide selection of Korean craft beer but also to interact with local brewers and gain a deeper understanding of the Gangneung beer scene.
Furthermore, many Gangneung breweries have partnered with local restaurants and food vendors to offer curated food pairings, showcasing the region’s culinary specialties alongside their craft creations. This synergistic approach enhances the overall tourist experience, providing a delicious journey through the flavors of Gangneung, from its vibrant seafood to its hearty mountain fare, all complemented by the perfect craft beer pairing. The accessibility of Gangneung further contributes to its appeal as a craft beer destination. With convenient transportation links from major cities like Seoul, visitors can easily incorporate a Gangneung brewery tour into their travel itinerary.
Whether it’s a weekend getaway or a longer exploration of South Korea, Gangneung offers a refreshing and enriching experience for beer lovers and culture seekers alike. The growing popularity of microbrewery tours and beer tasting events in Gangneung is a testament to the city’s successful blending of tradition and innovation, offering a taste of what’s brewing in the heart of Korean craft beer culture. Finally, the growth of craft beer tourism in Gangneung has positive economic implications for the city and the surrounding region. By attracting visitors and generating revenue, the craft beer industry supports local businesses and creates employment opportunities. This sustainable development model ensures that the cultural heritage and innovative spirit of Gangneung’s craft beer scene continue to thrive, providing a unique and memorable experience for visitors for years to come.
A Journey of Taste and Discovery
Gangneung’s craft beer scene is more than just a trend; it’s a testament to the city’s innovative spirit and its unique ability to blend tradition with modern influences. This coastal city, already renowned for its rich coffee culture, is now carving a new niche for itself in the world of craft beer, offering visitors a refreshing alternative to mainstream beverages and a taste of authentic Korean ingenuity. Whether you’re a seasoned beer aficionado seeking unique flavor profiles or a curious newcomer eager to explore local tastes, a journey through Gangneung’s microbreweries is a must-do experience.
The burgeoning craft beer tourism here offers an immersive glimpse into Korea’s evolving culinary landscape. The burgeoning “Gangneung craft beer” movement represents a fascinating intersection of cultural heritage and modern innovation. Traditional Korean alcoholic beverages like makgeolli and soju hold deep historical significance, and the craft brewers of Gangneung are drawing inspiration from these traditions while embracing modern techniques. For instance, some microbreweries incorporate nuruk, a traditional Korean fermentation starter, into their brewing process, creating beers that echo centuries-old practices.
This delicate balance between old and new is what sets the Korean craft beer scene apart. “Korean microbreweries are increasingly experimenting with local ingredients like Korean rice and fruits,” notes Jin-soo Lee, a prominent food critic in Seoul, “resulting in truly distinctive flavor profiles that cater to both local palates and international tastes.” Brewery tours provide a firsthand look at this fusion, offering insights into the brewing process and the philosophy behind each unique creation.
Beyond the brewing process itself, the “craft beer tourism” in Gangneung offers a compelling blend of cultural exploration and sensory indulgence. Many Gangneung breweries, like the acclaimed Brewery X known for its experimental IPAs featuring locally sourced pine needles, also operate beer gardens and tasting rooms. These spaces become hubs for community engagement, where visitors can sample a diverse palette of flavors, from crisp lagers to hoppy IPAs and rich, malty stouts, often paired with regional culinary specialties. “Beer tasting in Gangneung is becoming an integral part of the tourist experience,” explains travel blogger Su-jin Choi. “It’s a chance to connect with local culture, learn about the brewing process, and savor innovative flavor combinations you won’t find anywhere else.”
The rise of “Gangneung breweries” and the increasing popularity of “Korean craft beer” are indicative of a larger trend in South Korea – a growing appreciation for artisanal products and unique experiences. This focus on quality and craftsmanship is attracting both domestic and international tourists seeking authentic and memorable encounters. From exploring the intricacies of Korean beer traditions to experiencing the vibrant atmosphere of a local beer festival, Gangneung provides a rich and rewarding experience for anyone interested in discovering the exciting world of Korean craft beer. So, raise a glass to the pioneering brewers of Gangneung, who are not only crafting exceptional beers but also shaping a unique cultural experience for visitors from around the globe.