The head office of the Czech tourist industry “CzechTourism” organised in 19 – 23 October 2011 a motivational fam trip for foreign media. Its objective was to get the journalists and the readers of the press acquainted with the scope of Czech traditions in the culture of beer. The participants visited several small, medium-sized and large breweries during the trip, such as the Brewery Lotr, Minibrewery “Knight Lochota”, Brewery Chodovar and Pilsen Urquell Brewery, among others. They have visited the Brewers House in Prague and the minibrewery “U Medvidku” where they got to know the ancient architecture of traditional houses of beer, their history and legends. The gala evening was held at the end in the Brewery Club. The catering was inspired by the local beer gastronomy, which turned into a 9-course menu where each of the beer tasted was matched its specific culinary complement. Though it required a trained skill to taste at large all nine beers, all participants agreed that it was a unique opportunity to see how most varied the Czech beer culture could become. Photogalery.