One of the top beer events in the nation calls it quits. But what's it mean?

Just Tapped 

When I look into the crystal ball and try to see the future, it's more like looking at a snow globe. I just hope that when all the snow stops swirling around, the peaceful little village of Craft Beer looks the same as it did before the shake-up. It probably won't. Things are changing in the world of craft beer. It's never been more important to pay attention. The change du jour involves beer festivals. Read on.

The future of beer festivals, or the lack thereof

For 33 years, the Oregon Brewers Festival (OBF) stood tall as one of the nation’s finest, and largest, craft beer festivals. Last week the event’s organizers made the difficult decision to cancel the event with no clear plan for its return. Is this news a harbinger of things to come? Sure, they are fun, but beer festivals also serve a purpose. If big beer festivals go away, what does it mean for the craft beer industry? 

At its pinnacle, the Oregon Brewers Festival saw 80,000 attendees and was named one of the ten best beer festivals in the world. It’s not the only beer fest that‘s been canceled or struggled lately. For example, after a 14-year run, the Brewers Association recently announced the cancelation of SAVOR, its premier beer & food festival. Last year, the Great American Beer Festival in Denver resorted to last-minute social media efforts to attract festivalgoers to a beer festival that in the past sold out weeks in advance, if not months in advance. 

I’m aware that not all beer fests have been canceled, and some still thrive, but I’ve heard other event organizers voice concerns. I know of other festivals facing uncertain futures. That’s why I’m talking about this topic. 

The OBF team cited a number of factors that contributed to the cancelation of the Oregon Brewers Festival, such as rising costs and falling attendance. We can all imagine that, like everything else, the cost of putting on a beer festival has skyrocketed. 

Regarding attendance, some folks speculate that today’s beer consumers are simply less interested in beer festivals. More people drink it, but fewer people see craft beer as a hobby deserving a special event. Maybe beer festivals are less necessary because craft beer is now so much more common. I've heard all sorts of theories that try to explain something that one long-time beer festival organizer told me was "the writing on the wall."

It’s not just about attracting the public, it’s about attracting breweries, which has become more difficult for fest organizers to do. The OBF team noted that the brewing industry is still fighting to recover from the pandemic. Festivals have never been money-makers for breweries, but these days it’s hard enough to operate a successful brewery and taproom. For a brewery, there are costs involved and perhaps a beer festival is an expense many breweries can no longer justify.

A beer festival is fun but it is also functional. It's a way for a brewery to expose its brand to new customers. It's an opportunity for breweries to introduce and test new beers. Also, and perhaps most importantly, a beer festival is a way for consumers to sample new beers and explore new things. If it’s true that beer festivals are on the way out, what does it mean for the future of craft beer? What will provide those functions? 

Let's consider one of those functions. Whether you are a consumer, a brewer, or a taproom manager, how will you sample new beers in the future? We'd love to hear from you and we'll even report on what we learn from the simple little poll below.

Also, you can use the feedback poll down there at the bottom of the newsletter to tell us what's happening with beer festivals in your neck of the woods. What are you hearing and seeing?

As a matter of fact...

In last week's newsletter, I mistakenly said that Kirin acquired Stone Brewing. In fact, Sapporo acquired Stone Brewing. Um, duh. I was not mistaken when I said that Stone Distributing remains independent and was not part of the deal.

Around the Web

• Not a rebrand, a refresh, or an update, but an all-new version of Rogue Brewery's classic Dead Guy Ale. (Story by Paste magazine.)

• New Belgium hits a new high. Shipped 1.2 million barrels in 2022. (Story by Brewbound paywalled.)

Say What?

Feedback from last week, in their own words: "Love learning about small distribution vs large. And nice job showing and explaining brand refresh efforts." - debbie.townsend22@...

Thanks for the feedback!  For anyone who missed last week's newsletter, and doesn't know what Debbie is talking about, you can check it out at thetastertray.com.

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This week's Taster Tray was composed by Kendall Jones.