E vent
planning
I n s i g ht
Why events are a boon to your brewery Staging an event can be one of the most powerful tools in building a brand in beer, and can be more effective than any other marketing method. Truth be told, it’s also a great way of falling flat on your face if you don’t plan it right. Velo Mitrovich reports
two-day period, who downed the beer of 77 of some of the world’s best and most highly regarded craft brewers. Along with the beer, there were talks, panel discussions, an 18-truck food village and the beer – did The Brewers Journal mention the beer? There were over 500 different beers throughout the event. This year there will be 90 breweries serving up their beers, which each rotating though up to 16 different brews throughout the course of the two-day festival. A ticket sets you back £60 – along with a £5 booking fee.
by velo mitrovich
This gets you in and an official glass, which is almost magical. You just hold it up to a brewer and it gets filled
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to the brim, with your wallet never leaving your pocket.
vents just aren’t for the big guns At times, it seems like why bother. There
Crazy. At March’s Brewers Lectures, Logan Plant of
are already those out that are doing a beer
Beavertown said the brewery spends a year planning the
event so close to perfection, how could you
event – the planning begins the day after the last one
ever come close? Case in point, the annual
closed. Plant said Beavertown sees so much importance
Beavertown Extravaganza which will kick-off in about two
on events and what they stand to gain in brand awareness
months. Last year this event drew 8,000 punters over a
and consumer education, that they have an actual
brewersjournal.info
July~August 2018
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