This article adopts a qualitative multisite analysis to offer a reflection of a number of differentiated processes for the tourist promotion of Wallonia’s Trappist beers. After having analysed the logic of the tourist commercialisation of which these brewery products are the objects, we offer an analysis focusing more specifically on the role of monks within the modes of governance of the promotion of these local resources to the tourist trade. As such, this research investigates in particular the role played by the Trappist monks within the discursive and iconographic strategies used in the processes of tourist promotion, as well as the influence of the latter as actors on the economic and tourist scene. The article reveals a great diversity of situations when it comes to the logic of tourist promotion of these products, to the forms of organisation of the actors involved in their promotion among tourists as well as to the forms and modalities of their embeddedness in local tourist networks.