Running for the Story

Over the past few years, I’ve run events in some pretty memorable places, from the Angkor Wat Half Marathon in Cambodia, to the Phuket Marathon, to the Ultra-Trail Kosciuszko here in Australia with the Wild Earth crew. It’s not about collecting medals (they generally go into my son’s toybox!) or ticking off continents - it’s just a fun way to see new places, meet new people, and keep moving.

Most recently, I flew to Belgium to take part in the Beer Lovers Marathon a race where the aid stations are hosted by actual Belgian breweries, and instead of water, you’re handed beer. It’s also a dress-up event, with this year’s theme being Belgian comic book characters. Think more Tintin and Smurfs, less race vests and gels.  

This blog isn’t your typical race recap. I won’t be breaking down splits or heart rate zones. Instead, I want to share what it’s like to build a trip around a running event – to do something different, soak in the culture, and come home with a story. You don’t need to be an elite runner to make it worthwhile.

The Beer Lovers Marathon – Equal Parts Race and Ridiculousness

Belgium isn’t just known for beer, it’s built on it. With centuries-old breweries, strict regional traditions, and more recognised styles than almost anywhere else in the world, beer is deeply woven into Belgian culture. UNESCO even added “Belgian beer culture” on its Intangible Cultural Heritage of Humanity list. What?!?
So while the idea of running a marathon fuelled by mid-race brews might sound like a novelty, it’s also a celebration of something the locals take seriously (even if we didn’t).

The Beer Lovers Marathon is held in Liège, a city in the French-speaking part of Belgium, about an hour from Brussels by train. Just over 2,000 runners take part each year, descending on the city in costume, ready to drink, jog, and laugh their way through a full 42.2 km of mayhem.

There were 16 brewery-hosted aid stations along the course, each pouring a different local beer and bringing their own chaotic charm. Most felt like full-blown parties. Some had DJs, others had live bands. A few had food trucks serving up hot chips or croquettes. One was a hidden bush-doof in the forest just outside of Liège a surreal moment of bouncing around in running shoes under disco lights before jogging off into the trees again.

This year’s costume theme was Belgian comic book characters, which led to some incredible outfits. From full Asterix and Obelix duos, to hundreds of Smurfs, and a lot of Tin Tins. We went for Quick & Flupke even though we’d never heard of them (we still haven’t figured out how to pronounce Flupke!). When scrolling through a list of characters in the months leading up to the event, they looked like the easiest option to pull off with a costume that could survive a long-haul flight and fit in carry-on baggage.

Sean, my mate, had the red shirt and beanie. I went with the green shirt, scarf, and a cycling cap – partly to fit the costume brief, partly as a nod to the one thing in Belgium that might outrank beer: cycling. Every now and then a local on the side of the road would call out “Quick & Flupke!” as we ran past, which made us glad we were at least somewhat recognisable. And most importantly, it all packed down easily, which is a big win when you're travelling with carry-on only.

What I Packed (and What I Wish I Had)

Even though this was technically a novelty marathon, 42 km is still 42 km – and your legs don’t care if you’re in costume. So we didn’t mess around when it came to shoes. I ran in my usual road runners (and was glad I did, even though more than half the course ended up being off-road). I also stuck with my regular running shorts, which worked out perfectly since our characters wore black shorts anyway. Easy win.

Since we were travelling carry-on only, every item had to pull its weight. I used the Caribee Traveller 40L as my main bag carry-on compatible, surprisingly roomy, and easy to live out of for a week. The front-access design made it simple to grab gear off a hotel floor without emptying everything onto it.

Apart from the running costume, I packed a few Icebreaker merino tees and a handful of Smartwool merino socks which are magic when you’re travelling light. You can wear them for a couple of days without smelling like a post-race aid station. One merino hoody and some light pants (both by Mons Royale). A pair of street shoes and then one button up shirt so we could go to a couple of nice dinners. That's about it.

For race day hydration, I packed a TMPO soft flask, small enough to tuck into a pocket or costume, and handy when beer wasn’t quite hitting the rehydration mark.

Packing MVPs:

• Anti-chafe balm absolutely essential with all the running, sweating, and costume layers
• Travel tubes for carry-on-friendly toothpaste, sunscreen, etc.
• Packing cubes kept everything organised and made it easier to separate running gear from pub gear
• My Garmin watch – because if it’s not on Strava, did it even happen?

With so little in my bag, I didn’t even miss anything – which just goes to show how little you actually need when you pack smart and make do along the way. To put it in perspective, I travelled for 10 days with just 8 kg of gear, including everything I needed for the race. It meant less to carry, less to worry about, and more time to focus on the fun stuff – like drinking beer in costume while running through Belgium.

Strategy (Kind of): How We Approached Running a Beer Marathon

It might sound like a novelty event and in many ways, it is but you still have to cover 42.2 km. There’s no official timing, but there is a cutoff time of 6.5 hours, and let’s be honest: drinking beer mid-run only gets harder as your legs start to go.

Our actual strategy was to get the first half done in around 2 to 2.5 hours, while our legs were still fresh. That would leave about four hours to enjoy the second half, slow things down, and account for the inevitable fatigue (and increasingly warm beer sloshing around in our stomachs).

We kept it simple:

• Run early while we felt good
• Sip, don’t skull some of these beers were pushing 9%
• Walk the beer stops partly for digestion, partly for enjoyment
• Don’t linger too long even when the music and croquettes were telling us otherwise

The real challenge wasn’t so much physical as it was rhythmic. Just as you’d hit your stride, you’d round a corner into a full-blown festival zone – DJs, food trucks, a crowd of costumed runners partying like it was kilometre 5. You had to remind yourself there was still a long way to go, even if your taste buds were saying, “Let’s stay for one more.”

By the halfway point, we’d found a rhythm: run a few Ks, walk the beer stop, laugh, take a photo, move on. No pressure, no expectations – just a rolling mix of effort and enjoyment.

We didn’t crash and burn. We didn’t sprint the finish. We just kept moving forward, fuelled by croquettes, Belgian brews, and a very loose idea of pacing.

Why It’s Worth Travelling for a Race (Even If You’re Not Trying to Win)

I’ll be honest I’ll never be someone chasing podiums. I’m not doing altitude training or tracking my lactate threshold. But I will book a flight across the world for a race that promises good beer, a weird costume theme, and a story I’ll be telling for years.

The Beer Lovers Marathon wasn’t just a race. It was a chance to see a new part of the world, connect with people from all over, and do something completely different something that mixed travel, running, and a good dose of not taking yourself too seriously.

You don’t have to be fast to run overseas. You don’t have to be aiming for a PB. You just need the curiosity to sign up and the willingness to lace up. The rest the laughs, the unexpected moments, the random Belgian who knows your costume takes care of itself.

Travelling for a race doesn’t have to be about proving anything. Sometimes, it’s just a good excuse to go somewhere new, wear something ridiculous, and run for the joy of it.

Whether you're planning your own overseas race, lining up for your first 10k, or just looking for an excuse to combine travel and running, we've got the gear (and the people) to help make it happen. Wild Earth is full of runners, hikers, and everyday adventurers who love this stuff and we're always up for a chat if you're looking for advice or ideas for your next big (or ridiculous) goal.