Barcelona has that special quality of turning any plan into something memorable. The city has been the backdrop for bachelor parties, corporate dinners, and friends' meet-ups for decades, starting with "let's meet for something different" and ending with anecdotes that are repeated at every gathering. Within this ecosystem of plans, beer tastings have been quietly but steadily gaining ground. And there’s a clear reason: they combine learning, laughter, and craft beer. Hard to lose.
If your team has been pondering what to do for the next corporate dinner, or if you’re looking for something more original than the usual karaoke for a farewell party, the beer tasting in Barcelona by Locatamos has been popping up in WhatsApp group conversations and HR meetings for a pretty simple reason: it works.
What makes a tasting with over 7,000 sessions under its belt different
Not all tastings are the same. Some are so serious they can be intimidating, with sommeliers looking at you as if to say, "how can you not identify Citra hops on the nose?" Others are so superficial that they basically charge you to drink beers without any context. Locatamos has been working since 2009 in a middle ground that, judging by the results, seems to have found its sweet spot.
Their philosophy sums it up well: “Be very serious in work and very fun in execution.” Behind each tasting is real training, research, and careful product selection. But the way they convey this to the audience is through monologues, anecdotes, and stories that ensure someone with no prior knowledge of beer finishes the session eager to keep learning.
Over 2,500 companies have trusted them for corporate events. This isn’t a made-up number to impress: it’s the kind of figure that tells you the proposal holds up well under scrutiny from HR departments that have seen it all. The 5.0-star rating on Google with over 139 reviews is also a good indicator.
The journey: 8,500 years of history in one afternoon
The beer tasting in Barcelona by Locatamos offers a temporal and geographical journey through the history of craft beer. Over 8,500 years of history condensed into a session that includes between 4 and 6 selected beers. This isn’t a random tasting: each beer is chosen to illustrate a moment, a style, a region.
What is tasted has context. And that context is what transforms an afternoon of drinking into something people remember.
Additionally, the session can be paired with chocolate or cheeses, adding an extra layer of sensory experience without complicating the format. For those with restrictions, there are alcohol-free and gluten-free options available, which is always appreciated in a large corporate group.
Why it fits so well in corporate events and celebrations
Team building has a bad reputation, and with some justification. Too many activities designed to “cohesion teams” end up being an exercise in forced enthusiasm that no one remembers a week later. The tasting works in corporate contexts precisely because it doesn’t require anything special from the participant: you don’t have to be sporty, creative, or competitive. You just need to be curious and willing to have fun.
The team is led by Sergio Estévez, a beverage and communication expert with over 600,000 followers on social media, which gives a clue about the profile of the person at the helm: someone who knows how to connect with diverse audiences and make a technical subject accessible and entertaining.
The session is completely guided and customizable. The client, in the company’s own words, just has to show up. The rest is turnkey: organization, materials, beers, guide. That detail is not minor when the event organizer already has enough on their plate coordinating that everyone arrives at the same time at the same place.
Groups, prices, and what to know before booking
The minimum format is for 8 people, and the starting price is €39 + VAT per person. From there, progressive discounts come into play that make the activity quite reasonable for medium and large groups:
- 10% discount from 16 people
- Discounts scaling up to 35% for groups of more than 85 people
The latter may seem like a large number, but in corporate events of a certain scale or in family celebrations that are organized once in a lifetime, groups of that size are more common than they seem. And having an activity that works just as well with 10 people as it does with 90 is not something you find everywhere.
The target audience is broad: corporate teams, groups of friends, farewells, celebrations. And precisely the absence of any prior knowledge requirement is one of its strengths. You don’t need to know anything about beer to enjoy it. In fact, it’s probably more fun if you know nothing, because everything you discover during the session surprises you.
Barcelona as a backdrop and Locatamos as the host
They have their headquarters and warehouse in Barcelona, which means that the logistics behind the tasting are not improvised. A company that has been organizing this type of experience since 2009, with its own warehouse and over 7,000 tastings conducted, has well-oiled processes.
Barcelona already concentrates a good part of the experiential offer in Spain, but within that saturated market, there are few proposals that combine educational rigor, real entertainment, and the ability to scale to large groups without losing quality. That balance explains why the activity has been appearing in searches by those organizing events in the city for months.
For those looking for something that works both for a corporate dinner and a hen party with diverse tastes, or in a celebration where a group of very different profiles needs to be satisfied, the proposal makes a lot of sense. And if after the tasting someone still has no opinion on craft beer, at least they will have had a good time. Which also counts.
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