Maximizing Your Return From Beer Festivals - Dave Aiken

Transcript

1. BEER FESTIVALS: ARE THEY BENEFICIAL TO MY BREWERY?
2. WHO? • Who is conducting the festival? • Is it their first? • Do festival organizers make it easy for you to attend? WHAT? (TO EXPECT AT THE FESTIVAL) • Is it organized properly? • Is the group conducting the festival knowledgeable about beer? • How organized are they? How much experience do they have? • Are they paying for beer or is it a donation? • Do they have proper state law requirements? (ABC/ALE) • Consequences attending a festival…pouring/drinking, etc.
3. WHEN? • When is the festival? • Date conflicts? • Is it indoors or outdoors? • What time of year is the festival? • Does your establishment have the resources to attend? • Too many of them…pick 1 local, 1 state/regional, 1 national
4. WHERE? • Is it in my community? • Pick and choose the festivals beneficial to you. WHY? • Why should my brewery attend a festival? • Does it benefit a non-profit? • Is it beneficial to my brewery’s time/money/resources? • Does it build up you and the entire craft scene in your region? • Will your presence at the festival be a good marketing tool for your brewery/restaurant? • Will it enhance your profit in the short-term? Long-term? • Do they have reputable social media engagement/marketing?
5. WHY? continued… • Does attendance at the festival help your distributor or retailer to increase their sales of your brand? • Is there a chance to enter beers into an awards competition? If so, GO! • Do they offer a survey about the festival and your thoughts/opinions? • What are your colleagues/other breweries thought on a particular festival?
6. ASK QUESTIONS! • What is included for you? What’s not? – Food – Drinks – Hotel – Gas – Cost of beer – Ice – Equipment – Cold storage
7. 13th Annual Summertime Brews Festival July 15, 2017 Greensboro, North Carolina www.summertimebrews.com American Brewers Palate Awards http://americanbrewerspalate.brewcomp.com