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HOW BEER FESTIVALS HAVE EMERGED AS A GLOBAL PHENOMENON

Craft beer festivals are popping up all over the country, and we arent questioning it. With the rise of craft breweries, which have seen double-digit growth in eight of the last ten years, beer festivals show no signs of slowing. According to Brewers Association, in 2015, craft brewers produced 24.5 million barrels, saw a 13% rise in volumes, and a 16% increase in the retail dollar, valued at $22.3 billion, a 21% market share.

Across the board trends in the industry have allowed individual pockets of opportunity, and in this case, its with the hundreds of beer festivals we see worldwide. When you group good beer, live music, great food, and a spirited crowd, who wouldnt love it? 

In a survey conducted by Nielson, they found that 65% of Americans who plan to drink alcohol in the summer season, intend to drink at a festival setting. In 2016 alone, the number of tickets sold per beer event formats that fell under the festival arena grew to 26% per event. Similar to the likes of food and wine festivals, these craft beer festivals know their target audience should appeal to the millennial crowd, and aim to please.

 A survey of over 5,000 festival- goers by Eventbrite illustrated that attendees between the ages of 18-32 attend more festivals than any other generation, and almost  half of which at 47%, rank beer festivals first among their preferred food  drink event choices. Cameron Collins, founder of Brew Ha Ha, knows of the demographics aFOMO (fear of missing out) and takes into account that providing engaging Instagram and Snapchat worthy games and attractions, is just as important as the beer they serve at their festivals in Orange County, Ca. 

With so many new festivals popping up, a crowded market means the pressure is on to create a compelling event and attract an audience that will perpetuate a lasting impact after the event comes to an end. 

XLIVE will discuss how Beer Festivals have developed over the course of the past 10 years. Hear from key players in the space as they break down the keys to success in the session Beer Necessities, Tuesday, December 6th in Las Vegas Nevada.

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