Beer festivals thrive when breweries eagerly participate and return year after year. For festival organizers, winning over breweries isn’t just about a friendly invitation – it requires a compelling pitch and flawless execution. A seasoned festival producer advises focusing on brewery-first priorities: ensure strong ROI with real data, provide top-notch hospitality, and pay attention to every logistical detail. By demonstrating respect for breweries’ time, beer quality, and business goals, you can transform your beer festival into a must-attend event on every brewer’s calendar.
Highlight ROI and Audience Fit
Speak the language of ROI (Return on Investment) from the start. Breweries are businesses, and attending a festival often means investing kegs of beer, staff time, travel, and sometimes an attendance fee. Organizers should clearly explain how the festival will pay off for the brewery:
– Credible Audience Fit: Share data about your festival’s attendees and how they align with the brewery’s target market. For example, if last year’s event drew 5,000 craft beer enthusiasts (with average attendee age, interests, or beer preferences noted), make that known. Breweries from Seattle to Singapore want assurance that they’ll be pouring for people who appreciate their style of beer.
– Brand Exposure: Outline marketing plans that spotlight participating breweries. Will there be social media features, brewery introductions on stage, or a festival app listing each brewery’s profile and beers? Highlight any media coverage or influencer attendance that can amplify a brewery’s presence. A credible audience fit combined with robust exposure means a greater chance of boosting the brewery’s brand recognition.
– Sales Opportunities: If breweries are allowed to sell merchandise, packaged beer, or paid pours on-site, emphasize that earning potential. Where legal (rules vary by country and state), festivals might let breweries sell cans or bottles to go. Even without direct sales, show how sampling can drive future sales – perhaps provide stats like “30% of attendees made a purchase from a brewery in the weeks after our last festival” if you have them.
– Competitive Insight: Breweries often attend festivals to see industry trends and check out what other brewers are up to. Mention any unique features (like a competition, people’s choice award, or tasting panels) that could offer breweries insights or bragging rights. Friendly competition and exposure to beer aficionados can be a strong draw.
By presenting concrete data and a clear audience profile, you demonstrate that your festival is a good investment. For instance, an organizer might say: “Our festival attracts a 10,000-strong crowd of craft beer lovers, 70% of whom are ages 25-45 with above-average spending on craft brews. Last year, participating breweries each averaged 800 sample pours and many reported increased taproom traffic afterward.” Such specifics give breweries confidence that they’re not just giving away beer – they’re gaining new fans and future customers.
Assure Quality with Cold Chain Management
Nothing turns off a brewery more than seeing their carefully crafted beer poured warm or stale. Cold chain assurance is paramount for any brewery-first festival. From large international beer expos to small-town craft beer gatherings, successful organizers go the extra mile to maintain beer quality:
– Refrigerated Storage: Let breweries know how you will keep kegs and cans cold from delivery until serving. Mention if you have refrigerated trucks on-site, access to walk-in coolers at the venue, or ample ice chests. In hot climates like Mexico or India, consider air-conditioned storage or cooled transport for beer – and communicate those plans clearly.
– On-Site Cooling: During the festival, ensure every pouring station can keep beer chilled. Provide plenty of ice for jockey boxes and tubs, and have backup ice on hand. Ensure CO? taps, keg jackets, and other cooling equipment are available or that breweries know to bring their own. For example, at a summer beer festival in Australia, organizers provided insulated keg wraps and ice refills all day, preventing any beer from going lukewarm despite 35°C heat.
– Handling and Transport: If breweries are shipping beer to the event from afar (say, an out-of-state brewery sending kegs to a festival in France), guarantee that you’ll receive and store their shipment properly. Outline the chain of custody – e.g., “Your beer will be picked up at the airport in a refrigerated truck and stored in our cold room until festival day.” This attention to detail shows respect for the product.
– Pour Quality Control: Emphasize measures to serve beer at its best. For instance, have rinse stations for tasting glasses so flavors don’t mix, and train staff or volunteers to handle pours correctly. Invite breweries to do a quick quality check of their beer on-site; they will appreciate that you value serving it in top condition.
These cold chain and quality assurances not only please breweries but also benefit festival-goers. When every pour tastes as the brewmaster intended, attendees are happier – and more likely to praise the event (and the breweries) afterward. Breweries will remember that your festival safeguarded their beer’s reputation.
Streamlined Logistics and Load-In Clarity
First impressions matter, and for breweries, the festival experience starts with load-in. Respect their time from the get-go by making logistics a breeze:
– Detailed Load-In Plan: Provide a clear load-in schedule well in advance. Assign specific arrival windows for each brewery, and include a map of the venue showing where they should unload and set up. Clear, step-by-step instructions (with contact persons listed for help) prevent confusion. One festival organizer in Canada learned this the hard way – vague instructions led to trucks bottlenecking at the gate, delaying setup and fraying tempers. The next year, they issued a staggered schedule and labeled entry points, and load-in was smooth.
– On-Site Assistance: Have a crew of staff or volunteers ready to help breweries upon arrival. Whether it’s directing vehicles, helping carry kegs and equipment, or providing forklifts/carts, a bit of help goes a long way. Many breweries travel with minimal staff, so an extra hand during setup (and breakdown after the event) is greatly appreciated. Festivals in the US and UK alike often have dedicated “brewery liaisons” – point people who ensure each arriving brewery finds their spot and has what they need.
– Advance Communication: Besides the schedule, communicate all key details beforehand. This includes access to power or water, tent or booth dimensions, what furniture is provided (tables, chairs) and what they might need to bring. The fewer last-minute surprises, the better. If a brewery knows exactly what to expect – “10’x10’ booth, one 6’ table, access to shared water rinse station, no 240V power” – they can come prepared and feel more at ease.
– Permits and Legalities: Ensure all the legal stuff (licenses, health permits) is handled or clearly communicated if it’s the brewery’s responsibility. In some countries, breweries might need to secure a special permit to serve at your event; if so, guide them through it or handle it for them. Removing bureaucratic headaches is another point in your festival’s favor.
When logistics are handled professionally, breweries can focus on what they do best – serving great beer and engaging with attendees. Smooth operations signal that your team is competent and respectful, increasing the likelihood that breweries will join you again.
Providing Essentials: Ice, CO?, and Equipment
At a beer festival, certain supplies are the lifeblood of the operation. Ensuring core essentials like ice and CO? are plentiful and easily accessible will set your event apart as brewery-friendly:
– Ample Ice Supply: Warm beer is a brewer’s nightmare, so double-check your ice orders. Calculate needs based on number of breweries and hours of pouring – then add a safety margin. It’s better to have extra ice melt than to have brewers scrambling because you ran out. Assign staff to continuously replenish ice at booths, especially in outdoor festivals or warm weather. Breweries from California to Kuala Lumpur will all agree: you can never have too much ice at a beer fest.
– CO? and Draft Needs: Communicate about draft systems ahead of time. Will you provide CO? tanks, or should breweries bring their own? Many festivals supply each booth with a standard CO? tank (with backups on site) and draft lines or taps if needed. If a brewery uses a unique system (nitro taps for stouts, for example), coordinate to accommodate them. Showing you understand draft tech needs builds trust – it says you’re not an amateur organizer.
– Equipment Backups: Things can go wrong – a tap might leak or a regulator could fail. Having a few spare parts (extra taps, washers, hoses, CO? regulators) and tools on hand can save the day in a pinch. Let breweries know that an “SOS kit” is available for emergencies. They’ll breathe easier knowing the festival has their back if their equipment falters.
– Sanitation and Utilities: Don’t forget the basics like trash removal at booths, water for rinsing glasses or dunking tap lines, and ample garbage cans. Provide buckets for waste beer or rinsing if needed. Keeping each station clean and functional makes life easier for brewery staff and keeps health inspectors happy.
By proactively providing these essentials, you remove common pain points that breweries often deal with at festivals. Brewers will notice the difference – instead of struggling with basic needs, they can chat with attendees and promote their beer. That positive experience is exactly what brings breweries back next time.
Hospitality for Brewery Staff
Creating a welcoming atmosphere isn’t just for attendees – taking care of the brewery staff pouring at your festival is crucial. Show that you value their hard work and time:
– Staff Meals and Refreshments: Pouring beer all day is tiring. Arrange for staff meals or at least generous snacks and water for the brewery teams. Many festivals provide a couple of meal vouchers per brewery or organize a catered lunch in a break area. In the UK and European beer fests, it’s common to see organisers rolling out sandwiches, pretzels, or local bites for brewers during a mid-session lull. Keeping brewers fed and hydrated keeps them happy (and ensures they’re not sampling high-ABV beers on an empty stomach!).
– Hospitality Green Room or Lounge: If space allows, set up a brewers-only hospitality area. This could be a simple tent or room with some seating, snacks, water, coffee, and maybe even a few exclusive beers for brewers to sample among themselves during breaks. A quiet corner away from the crowds lets brewery staff recharge and network with fellow brewers. For example, at a prominent beer festival in New Zealand, organizers created a “Brewers’ Retreat” tent with comfortable chairs and cold brew coffee on tap – it became a hit and a talking point among participants.
– Respect Their Time: Time is a precious commodity for brewers, especially if they’re traveling or have taproom duties back home. Honor the festival schedule – start and end on time – so they can plan accordingly. Don’t force breweries to arrive hours earlier than necessary or wait endlessly after closing before they can pack up. Streamline the load-out process just as you did with load-in. If you host an awards ceremony or closing toast, keep it concise so brewers can get on the road if they need to.
– Tokens of Appreciation: Small gestures can leave a big impression. Consider offering a thank-you package: perhaps a festival-branded t-shirt, a certificate of participation, or local goodies (coffee, chocolates, etc.). In some cultures, hospitality gifts are expected; in others, it’s a pleasant surprise. A note of thanks and a souvenir can make a brewery feel truly valued.
When brewery staff feel cared for, they’ll not only enjoy the event more, but they’ll also speak highly of your festival to industry peers. Word travels fast in the brewing community – if you earn a reputation for outstanding hospitality, more breweries will want to be part of your next event.
Post-Event Data and Follow-Up
The festival might be over, but the work isn’t done once the last keg is tapped out. Following up with breweries after the event with meaningful data and gratitude is a powerful way to encourage their return:
– Pours and Consumption Data: If you have a way to track it, share how many pours or servings each brewery gave out. Some festivals use token systems or digital pour trackers, but even an estimate like “approximately 600 samples poured” for a brewery’s booth is useful information. It helps breweries quantify their reach. (Tip: If you use a ticketing or event platform like Ticket Fairy that provides analytics, you might get overall attendance metrics or scanning data that can supplement your estimates.)
– Best-Sellers and Popularity: Let breweries know which of their beers were hits. If you collected any attendee feedback or conducted informal “favorite beer” polls, pass that along. For example, “Your mango IPA ran out first and many visitors mentioned it as a highlight.” This kind of insight is gold for brewers – it tells them what resonated with a new audience.
– Social Media and Marketing Stats: Provide a brief report on the festival’s promotional reach, especially as it relates to the breweries. How many views did the brewery’s introduction post get on the festival’s Facebook or Instagram? Did the festival hashtag trend locally? If you have figures like “Our festival posts featuring your brewery reached 10,000 users and saw high engagement,” share them. It demonstrates the additional brand lift they gained by participating.
– Attendee Demographics or Surveys: If you conducted any attendee surveys or have demographics from ticket sales, summarize the insights. For instance, “70% of attendees said they discovered at least one new brewery they plan to follow up with, and your brewery was among the top mentioned.” This reinforces that the festival helped breweries gain new potential customers.
– Prompt Thank-You and Save-the-Date: Email all participating breweries a sincere thank-you note within a day or two after the festival. Include any immediate positive feedback from attendees or press clippings praising the event. Let them know a more detailed report (with the data above) is coming soon. And importantly, if you have next year’s date or an upcoming event, invite them tentatively or ask for feedback on their experience. This communication keeps the relationship warm.
By committing to post-event follow-up, you show breweries that your interest in their success wasn’t just lip service. You’re effectively helping them calculate the ROI and outcomes from the festival – information they can take to their bosses or use in their own marketing. When breweries see tangible results, they’ll be far more likely to attend again and even encourage other sought-after breweries to join in the future.
Building Long-Term Partnerships
Ultimately, convincing breweries to attend your festival is about building trust and long-term partnerships. When you deliver on promises – from keeping the beer cold and the lines short, to attracting an enthusiastic crowd and sharing results afterward – you earn your event a sterling reputation. Many top beer festivals around the world, whether in the US, Europe, Asia or beyond, have a loyal roster of breweries who come back every year. These strong relationships are no accident; they’re cultivated through respect, professionalism, and mutual benefit.
Remember, breweries talk to each other. One great experience at your festival can lead to word-of-mouth recommendations in brewing circles, which helps in recruiting other high-quality breweries next time. Conversely, a poor experience also travels fast on the brewers’ grapevine. Aim to be the festival that breweries rave about, not the one they warn others to avoid.
In summary, a brewery-first approach – prioritizing ROI, backing it up with data, and delivering exceptional hospitality – turns a beer festival from just another date on the calendar into a must-attend celebration for breweries and beer lovers alike.
Key Takeaways
- Demonstrate ROI: Show breweries how your festival aligns with their goals. Provide data on audience demographics, expected turnout, and marketing exposure to prove it’s worth their while.
- Maintain Beer Quality: Assure breweries you have robust cold chain plans (refrigeration, ice, CO?) so their beer is served in perfect condition. Protecting beer quality protects their brand.
- Smooth Logistics: Make load-in, setup, and breakdown easy. Clear communication, schedules, and on-site help show respect for breweries’ time and effort.
- Brewer Hospitality: Take care of the people pouring the beer. Offer staff meals, a brewers’ lounge, and small perks so they feel valued and can perform at their best.
- Post-Festival Follow-Up: Share useful data (pours served, popular beers, social media reach) and thank breweries promptly. Proving the festival’s impact and expressing appreciation goes a long way to securing their return.
- Build Relationships: Focus on long-term partnership, not one-off transactions. A happy brewery will not only return, but they’ll also spread the word to other brewers, elevating your festival’s reputation on a global scale.
17th October 2025