Words and photos by Ashley Joanna
Edited by Breandán Kearney
Humans of Belgian Beer is a series of photographic portraits which celebrate a people and their culture.
In the late ‘80s, while performing comedy in Seattle, Stu Stuart’s girlfriend introduced him to a brand of Trappist beer called Chimay. He had been interested in beer when he was younger, mostly its marketing and design, amassing a collection of beer signs and cans while he was at elementary school in Rochester, Michigan, USA (In 1972, he became the youngest member of the Beer Can Collectors of America). But his first experience with Chimay was his first experience with Belgian beer and he started seeking out pubs that might sell Belgian beers.
After school, Stu studied Journalism at the University of Montana. He then explored various professions—including roles in consulting, commercial real estate, PR, and marketing—before ultimately finding his niche as a professional comedian. It was a career that lasted for 20 years.
Then, in 2004, Stu traveled to Belgium for the first time. “I simply came here because I love Belgian beer and I wanted to explore,” he says. “I wanted to see it all for myself, just once. I thought that would be it. But I fell in love with not only the country, but also the people and culture. I kept coming back.”
Since that trip, Stu has visited Belgium every year since.
In 2007, he began teaching a “Belgian Beer Me! Beer Appreciation Class” at the ASUW Experimental College at the University of Washington in Seattle. Some of his students suggested he should lead a beer tour in Belgium. In 2008, he launched “Belgian Beer Me!”, offering three themed beer tours in the country.
Stu shifted from comedy to focus entirely on his Belgian beer tours. When he first started, he was giving tours to just 3 people at a time. Now, his tour groups are generally numbered at 24 people and they have expanded to explore various experiences, from breweries and festivals to cozy beer cafés.
In 2018, Stu became an Honorary Knight of the Knighthood of the Brewers Mash Staff, an honour handed out by the Federation of Belgian Brewers in an enthronement ceremony in the Brewers Guild House in Brussels’ Grand Place. Typically, “Honorary Knights” are importers, retail professionals, politicians, or members of the media: this was the first time a member of the beer tourism community had been recognised.
Stu’s tours are designed around individual preferences and personal connections, incorporating elements and activities that align with his own interests. The result is a distinctive and personalised experience, and tours that are both quirky and special.
I wanted to see it all for myself, just once. I thought that would be it. But I fell in love with not only the country, but also the people and culture. I kept coming back.
Stu Stuart
