With beer festivals being held all over the country and new ones being added every year, you’re going to want to make the most of your
experience. For the both the novice “beer geek” and the seasoned festival pro,
it’s always good to prepare yourself before going to an event.
I recommend that you bring a note pad to jot down
information on the beers that you're sampling. With 2-4 beers being sampled at each booth, by say
35 to 40 different breweries, that could be a lot of information to retain after
a 4 hour event. Bring a small backpack or tote. It will keep all those free information sheets and stickers which breweries provide, safe. Be sure
to eat before or during the event. Most of the beer you will be sampling will
be a minimum of 5% ABV and those 2oz. samples will add up quick. If you eat during an event be sure to have water not soda.You want your palette to be neutral. Some festivals
allow you to bring "Pretzel Strings", string necklaces made of
mini-twist pretzels. Check first though. These are also great for cleansing your palette in-between
samples, and to keep something in your tummy. I suggest the unsalted variety. Salt can affect the taste of the beer. Always rinse your sampling cup between
beers as any residual beer can adversely affect the taste of the next beer.
Rinse water is usually provided; if not then invest in bottled water from the concessions
stand. You won't need much to rinse your cup. Don't be afraid to sample the same beer profile i.e.; IPA, Pale
Ale, Hefeweizen at each booth. You may find Dogfish Head 60 min IPA
a bit too aggressive for your palette, but Harpoon IPA fits just right.
Beer festival fans
should also do some research into the festival itself. In recent years
opportunists have latched on to promoting beer festivals as a money making
venture. Your average festival ticket price will run $25 to $50 dollars.
Multiply that by 3,000 to 5,000 festival goers and you can see how lucrative
the business is. Often time’s festival promoters will reach out to local
distributors and their breweries for donated beer, under the guise of
"brand exposure". This only further reduces their cost of putting on
an event. The reason I mention this is that more and more craft breweries are
taking a hard look at the ROI (return on investment) for doing an event. I
spoke with one popular brewery which said they get 10-15 inquiries a day to
participate in events. Not to mention the requests that come to each of their
Field Reps. Breweries are selective these days on which festivals they
participate in. They want more than just exposure for their brands. They’re
looking for an increase in sales and new distribution, in the form of draft and
bottle placements, within the market of the festival. Breweries and
distributors have begun to label non-productive events as “drunk fest’s”, where
the only goal of festival gores is to see how many 2oz. beer shots they can put away in a 4
hour period. So be cautious, there may not be an actual brewery rep for every
beer at the event. If so, you run the risk that the person pouring the beer has
limited knowledge on what they are pouring. Before you shell out $25+ dollars
for ticket you may want to place a call to the local distributors. Ask for
their “Specialty Brand Manager” to see if they’re participating in the
festival. If not, it’s likely that a brewery rep will not be there either.
When you do find a
Beer Festival that interest’s you, get your tickets early. They are usually
cheaper and you avoid a potential sell out at the gate. Most good festivals
will have a website or Facebook page. The site will provide a list of
participating breweries. Although the exact products being poured may not be
provided, there are usually links to the brewery websites for you to gather
information on all the beers they produce. Get to the festival early. Most breweries will
bring limited edition products which go fast and you don’t want to miss these.
And above all, please be responsible. Just as you would for a night on the
town, have a designated driver. Beer Festivals often have ‘Designated Driver”
tickets available at a greatly reduced rate, which allows them access to soft
drinks, water and food only. I have even been to some events where soda and water
were provided free of charge with their ticket. Don’t be cheap either, you and
your friends all pitch in for the cost of the designated driver’s ticket.
So, go forth my
friends into the wonderful world of beer festivals. Have fun in gaining new
knowledge and understanding of craft beer. Interact with other festival goers;
make new friends, network with like minded adventurers. Ask questions, but most importantly
become a part of the “better beer revolution!” Cheers.
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