The magazine Belgian Beer & Food can now be obtained from branches of the US bookstore Books-A-Million (BAM!), it was announced this week during an event to launch the magazine at the Belgian beer café Nomad in New York City, where guests enjoyed a range of Belgian appetizers as well as the Saison from Brewery St. Feuillien.
“The US has always been a major customer for our magazine,” said publisher Paul Walsh. “About 3,000 copies of each edition are sent to the US. But the agreement with Books-A-Million, the second-biggest bookstore chain in the country, now also gives us a place in the magazine racks. That visibility can really help us move forward.”
The launch on the American market is the latest step in the worldwide promotion of Belgian beers undertaken by Belgian Beer & Food.
Irishman Walsh – who came to Belgian ten years ago and soon obtained a taste for Belgian beer – joined up with an English and a Scottish friend to launch a publication entirely dedicated to Belgian beer.
“We wanted the world to get to know the variety of Belgian beer,” he said. “What better way that with an English-language magazine available worldwide?”
The magazine is currently on its fifth issue, on the theme of Women and Beer, and seems to have found its niche. https://belgianbeerandfood.com/back-issues
From a total print run of 22,000 copies, about 9,000 copies go abroad. Passengers on Brussels Airlines flights can find the latest issue in the business class area of airplanes.
“We don’t charge extra for sending the magazine abroad,” Walsh said. “We started the magazine to help the world to find out about Belgian beer, not to make our own fortune.”
Belgian Beer & Food is available in more than 190 points of sale in Belgium, and can also be ordered online at https://belgianbeerandfood.com/product/subscription. Each issue costs €6, and a subscription for four issues a year costs €16.