Monthly Archives: February 2015

The Session #96 Festivals: Geek Gathering or Beer Dissemination?

I haven’t done one of these in a while, but I like the topic this month so why not?

The February 2015 Session topic is “Festivals: Geek Gathering or Beer Dissemination?

Much of the answer depends on where the festival is and how it is held. For instance events now held in North Carolina, because we have a started to develop a more mature market for beer are often a Geek Gathering. Take for instance Raleigh Rare and Vintage Beer Tasting that was recently held. At $70 a ticket you won’t likely attract someone who has never had a ‘craft’ beer to the event but beer geeks buy all the tickets in a matter of hours. The same goes for events like SAVOR, Fobab, or Beer Advocate’s Extreme Beer Festival. So we have reached a point where many are Geek Gatherings.

That said there is still a market for Beer Dissemination and much of that is based on the structure of the event in question. The last few years locally Brewgaloo has been held downtown Raleigh. This event attracts thousands of people, but for all those folks you can get to beers in general, fairly easily. There is a low barrier to entry, an id check then you buy as many or few tickets as you like, so if you want just to have a few tasters then go on about your day you can. The low level of commitment required opens the door to people who haven’t had ‘craft’ beer before but want to see what it is all about.

This becomes a far more important component as we get to less developed markets as All About Beer’s World Beer Festival have been doing in South Carolina or in the past in Florida. Last year I was in Mexico to help a brewery and it reminded me of what the US market was like 30 years ago. One of the marketing components I recommended to the brewer there was to start an educational outreach program and launch a local beer festival as a component of that program.

Festivals whether geek gathering or beer dissemination need to incorporate education as a key component to their design. This helps newer customers better understand and enjoy their beer. It takes away some of the mystery or fear that people seem to have when faced with the array of choices festival often offer. Festivals are one of the brewers best outreach methods when properly run that help spread the word, okay the flavor, no the awareness of ‘craft’ beer.

PS – I used the term ‘craft’ refer to the more flavorful beers, but it’s a term I tend like All About Beer and other places tend to be stepping away from using, but I needed a modifier on the word beer so I went with what we have got.

Mad Skills Needed

I have worked for a couple of breweries before starting this one. I have seen tens if not hundreds open their doors. The process is long, it never goes as fast as you want, it is the nature of the beast.

Brewing is by it’s nature requires a many skill sets, problem solver, electrician, tour guide, and of course janitor, mostly in fact janitor.

So neither of the areas were any surprise as we are starting. The element that perhaps strikes me unsuspecting was how often I’d be asked about an opinion on something that I had no experience in, nor any preference. For example last week I was evaluating a used forklift, I have worked with them regularly enough in the past but I am far from an expert. So I called up a repair company and had one of their guys join me. It was old so it needed some repairs, not surprising really. Along the way we also discovered it wasn’t the model advertised so then I was left working numbers to see if it fit our needs. Remember how many kids complain in ask when we would need algebra in school, in the brewers world I would say the answer is regularly. 20 years later I wished I’d taken that calculus class as well some days too.

Another week it’s support struts and how many we need on the bar. Media expert, plumbing guru, and the titles keep rolling on. At times it’s fun and other times you sit saying to yourself “I’d just like to start making beer, please.”

Keep your head down, do your homework, admit your ignorance, and be on time. Every day a little more progress and yeah, when do I open?

Soon.