Lotte Peplow, the Brewers Association’s American craft beer ambassador for Europe, looks at how beer festivals change and adapt in order to stay relevant.
Is beer festival fatigue a thing? Personally, I don’t think so. Certain festivals in the UK were busier than ever this summer, while the Great British Beer Festival is looking to return in 2025.
Over in the States, it’s a similar story. The Great American Beer Festival (GABF), the largest public tasting event in America, is now in its 42nd year and continues to draw huge crowds. But how?
The secret to GABF’s success lies in its constant reinvention from one year to the next, with new concepts, and new experiences and innovations to entice the beer-loving public to return.
Taking place in Denver, Colorado, from 10-12th October this year, it attracts approximately 40,000 people from all over the world, who flock to the festival every year to celebrate American craft brewing creativity and craftsmanship. They sample thousands of different beers from more than 550 breweries, cideries, distilleries, and other beverage producers. In fact, there are 122 first-time breweries pouring at GABF, an indication of the festival’s enduring value and relevance.
But this year is different. Organiser the Brewers Association, the not-for-profit trade association for small and independent American craft brewers, is shaking things up with a new layout where breweries are grouped by themed experience of their choice.
These different worlds of immersive experience offer a unique blend of themed décor, specialised beverages, engaging activities, and entertainment. Ann Obenchain, vice-president of marketing and communications at the Brewers Association, says: “Beer is still the star of the show, but we also know our younger customers and younger attendees are interested in an overall experience.”
Themed areas include:
- Prost! A traditional German biergarten where attendees can dance and sing along to live polka bands playing traditional Bavarian tunes, or test their prowess in a stein-holding contest;
- Score! a sports-lovers haven which combines the thrill of sports with the joy of craft brewing; Fright: a Halloween-themed experience that promises a hauntingly good time for all Halloween pre-gamers;
- Blast Off: an ‘out-of-this-world flavour blast’ featuring the Beer & Beyond experience area for liquid innovations and on-trend flavours, from international and domestic breweries;
- Meet the Brewer: a unique, interactive space where attendees can connect directly with their favourite brewers, offering a chance to learn, taste, and engage like never before; and
- Chill: a backyard gathering space with music, lawn games and exclusive brews.
New beverages are making their debut this year. While beer remains centre stage in its many iterations — think pumpkin beer, barrel-aged beers, sour ales, pastry stouts, and the ubiquitous West Coast-style and hazy IPAs — ready-to-drink canned cocktails, hard tea, and hard lemonade will be introduced for the first time. These newcomers will join a diverse line-up that includes cider, hard seltzer, hard soda, kombucha, various malt-based beverages, and an array of non-alcoholic beverages.
While the traditionalists among us may question the relevance of these beverages at a beer festival, it’s worth noting that many American craft brewers are now making ‘beyond beer’ drinks that cater to the increasingly diverse consumer palate. There will be something for everyone at this year’s GABF.
Also new is the first ever Lucha Libre Mexican Wrestling, where attendees can cheer on their favourite wrestlers in the ring and flying off the top ropes from Hugo’s Lucha Libre Live on the GABF festival floor while tasting award-winning Mexican themed beers from sponsors Cerveceria Colorado and Denver Beer Co.
Another unique facet of GABF is Paired, a foodie paradise where acclaimed chefs unite with independent craft brewers from across the States to design unique small bites perfectly paired with craft beer, craft cocktails, and cider, found nowhere else at the festival. Compared to the hullabaloo of the festival floor, it’s an oasis of calm tranquility where the focus is on the interplay of flavour between both beer and food.
And as if that wasn’t enough, there’ll be costume contests, karaoke, a silent disco, an international section, an area serving previous GABF and World Beer Cup award winners, a gluten-free garden and much more. Check back in next month for a round-up of the latest American craft beer trends found at the festival!
American craft beer in the UK
The UK is an important export market for American craft beer, accounting for 7.9% of all exports and ranking as the third largest market globally. Here, American craft beer is available from selected national wholesalers and online retailers such as Athletic Brewing, Sierra Nevada shop, Brew Export, Beer Merchants, and Beers of America, as well as many bottle shops, off licences, online subscription
services, supermarkets, and certain pubs and bars.
