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Last weekend, I spent three days working at the annual Stockport Beer and Cider Festival. Now, this continues to be a very popular and financially successful event. However, it was noticeable that attendances and beer sales were a little down on the previous year, which itself showed a small drop on the one before. This is a trend that is being repeated across the country, with even CAMRA reporting a loss at a national level following disappointing sales at the Great British Beer Festival.
Obviously, compared with thirty or forty years ago, the unique attraction of beer festivals has been eroded. Most sizeable towns now have a handful of pubs selling a constantly changing range of often brand-new beers, and many pubs and voluntary organisations are staging beer festivals of their own. If you wanted to, you could probably attend a beer festival within reach of your house every weekend of the year.
In comparison with this, the attractions of putting on a random selection of real ales in a draughty public hall with unpalatable food begin to pale, especially when it’s often difficult to ensure that the beer condition is on a par with that in the pub. This doesn’t mean that the days of beer festivals as stand-alone events are numbered, but it’s no longer good enough just to view them as a doing-it-by numbers method of making easy money.
More attention needs to be paid to the details that often put customers off, such as ensuring there are adequate, clean toilets, providing extensive seating, replacing stodgy institutional catering with street food and – most important of all – doing your best to keep the beer cool and serve it in peak condition. Using a festival to launch brand-new beers is a good way of attracting punters. Plus the objective should be to make it an occasion in its own right in the local social calendar that will appeal beyond the community of “beer buffs”, for example by associating it with special events and hiring entertainment that fans will travel to see.