WRAP UP 2021 - 7 FESTIVALS, 50,000 VISITORS, 1 GREAT PARTNERSHIP - London Craft Beer Festival
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WRAP UP
2021
7 FESTIVALS, 50,000 VISITORS, 1 GREAT PARTNERSHIP
OUR MISSION
Our purpose is to make beer pop culture by celebrating the
creativity, diversity and dynamism of modern craft beer culture.
We’ve built our reputation through changing the game in beer
festivals - creating amazing experiences that promote the very
best breweries and creative elements of modern beer.
We started with London Craft Beer Festival in 2013 with just
over 2000 attendees, roll forward 7 years
and we attracted over 20k visitors across out
festivals in London, Bristol, Edinburgh and
Birmingham.
We’ve built our consumer and industry
reputation by working with the best breweries
in the world, incorporating fantastic partners
and sponsors, and by elevating the experience
with incredible chefs and musicians.
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
ROI STATEMENT
We are Beer events are much more than beer
At the heart of our ethos is a constant question - are we providing value for
money. When we adapted the festival from a 3 day 5 session event outside
of London to a 2 day 3 session event this was at the heart of the debate,
the saving of two night hotel for our partners, the saving in labour time, the
ease of attendance and the fact that people would be able to come on a
Friday morning and be back by Sunday afternoon ready for work the next
day was key to us.
The sustained investment in our operations team, back end systems and
core staff allowed for greater continuity and consistency, translating in a
more efficient event for all.
We understand that any investment
needs to see results. This can
range from liquid on lips, brand
interaction time, consumer
awareness to on trade and off trade
sales.
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
EDINBURGH CRAFT BEER FESTIVAL
2018 5,300
17.2%
ATTENDANCE FIGURES
New 35% 2019 6,194
Visitors
Returning 42%
2020 6,736
SOCIALS GROWTH
Visitors
82.8% 65% 2019 1,386
26%
2019 1,603
No
8% 18%
2020 1,660
Third
26%
How many times First Will you be 8% 2018 628
have you been 46% coming next
4%
3,326
2,862
2,479
to ECBF? year? 3%
Yes 2019 1,702
Second 92%
2017 2018 2019 18-24 25-34 35-44 45-54 55-64 65+
28%
*figures have increased even though we decreased the sessions
from 5 to 3, also meaning accommodation costs saved Age 2020 2,230
23%
32.22%
14%
28.15%
12%
16.5%
14%
US & BEYOND
10%
4 Breweries
5%
7.5%
5%
6.6%
6.5%
5.5%
BREWERIES
4%
4.5%
12.96%
AUDIENCE
EUROPE UK
WINE
3% 3% 3% 3% 11.11% 22% 68%
9 Breweries
4%
28 Breweries
2% 7.04%
GIN
2.5%
5.93%
FOOTBALL
RED WINE
CYCLING
WHISKEY
WHISKY
WHISKY
TRAVEL
RUM
CIDER
2.59%
RUGBY
MUSIC
SPORT
WATER
FOOD
WINE
RUN-
Less than £20k- £35K- £50k- £75k- Over Prefer
G&T
TEA
£20k £30k £49k £74k £100k £100k not to say
Interests Preferred drink after beer Income
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
BRISTOL CRAFT BEER FESTIVAL
2018 4,527
16.6%
ATTENDANCE FIGURES
New
33.5%
2019 5,861
Visitors
Returning 46%
2020 7,307
SOCIALS GROWTH
Visitors
66.5%
83.4% 2019 2,181
25% 2018 2,418
Fourth No
8% 4%
Third
16% 2020 2,509
15%
2018 1,543
First
How many times Will you be 6%
have you been to
53%
coming next year?
4%
3,600
2,900
2,400
BCBF?
3%
Second
24%
Yes 2019 2,670
96%
2017 2018 2019 18-24 25-34 35-44 45-54 55-64 65+
Age 2020 3,907
18.93%
34.82%
8.95%
8.63% 24.92%
17.28%
7.03% 16.46%
US & BEYOND
15%
7 Breweries
5.43%
7.41%
4%
BREWERIES
EUROPE
AUDIENCE
3% 3% 15.97% 15%
WINE
2.42%
4.12%
4.12%
7 Breweries
3.70%
1.92% 1.92% 9.90%
2.06%
UK
2.88%
2.47%
70%
CIDER
32 Breweries
GIN & TONIC
5.75%
FOOTBALL
4.79%
RUNNING
WHISKEY
CYCLING
3.83%
WHISKY
WHISKY
SPIRITS
TRAVEL
RUGBY
WATER
MUSIC
SPORT
FOOD
WINE
WINE
RUM Less than £20k- £35K- £50k- £75k- Over Prefer
GIN
£20k £30k £49k £74k £100k £100k not to say
Interests Preferred drink after beer Income
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
BEER CENTRAL
42%
2019 1,616
ATTENDANCE FIGURES
17.1%
New
Visitors 23% 2020 1,068
SOCIALS GROWTH
Returning
Visitors
2019 1,068
19%
1
Year
82.9%
2020 1,603
29%
9%
1,800 71%
2%
6%
2019 1,319
Visitors
18-24 25-34 35-44 45-54 55-64 65+ 2020 1,702
Age
36.04%
19.75%
16.22% 32.43%
17.28%
10.81%
US &
8.11% BEYOND
7.21% 7%
(2)
EUROPE
13%
11.11%
4 Breweries
BREWERIES
4.50% 17.12%
7.41%
7.41%
7.41%
AUDIENCE
6.17%
GIN
4.94%
3.60% 3.60% 3.60% 3.60%
4.12%
6.31%
3.70%
WINE
UK
80%
3.60% 3.60%
RED WINE
24 Breweries
WHISKEY
FOOTBALL
RUNNING
WHISKY
RUM
CYCLING
0.90%
VODKA
WATER
TRAVEL
CIDER
RUGBY
MUSIC
SPORT
FILMS
FOOD
Less than £20k- £35K- £50k- £75k- Over Prefer
G&T
£20k £30k £49k £74k £100k £100k not to say
Interests Preferred drink after beer Income
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
LONDON CRAFT BEER FESTIVAL
2018 17,294
18.5% 47%
ATTENDANCE FIGURES
New
31.7% 2019 19,417
Visitors
Returning 2020 20,537
SOCIALS GROWTH
Visitors
68.3%
81.5% 25% 2018 4,174
14%
2019 8,677
No
5% 2020 8,740
Third
26%
How many times First Will you return
6%
2018 1,041
have you been 46% next year? 5%
to LCBF? 3%
2019 4,005
Yes
3,326
2,862
2,479
95%
Second
28% 18-24 25-34 35-44 45-54 55-64 65+
2017 2018 2019 2020 4,954
11%
10% 28.18%
28.71%
25.20%
16.17%
19.94% US & BEYOND
17%
6% 6%
8.31%
16 Breweries
5%
BREWERIES
6.24%
4%
6.0%
AUDIENCE
3% 3% EUROPE
WINE
3%
4.85%
5.5%
20% UK
3.70%
3.70%
2% 19 Breweries 63%
60 Breweries
COCKTAILS 3%
GIN
6.86% 7.50%
6.06%
RED WINE
WHISKEY
FOOTBALL
WHISKY
RUM
5.74%
RUNNING
WATER
CYCLING
CIDER
TRAVEL
RUGBY
MUSIC
SPORT
£50k- £75k- Prefer
FOOD
G&T Less than £20k- £35K- Over
WINE
FILM
£20k £30k £49k £74k £100k £100k not to say
Interests Preferred drink after beer Income
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
TRADE & PR
‘We understand how important trade is in order to
grow a business, we aren’t just a consumer festival.’
We Are Beer has an historical trade database of 22,000
A total of 756 different companies were registered through the Trade Accreditation
site in 2019
Direct marketing communiques that were successfully received totalled 160,000
5,697 buyers, operators, brewers, outlet managers, marketing & head office
personnel
13,200 Propel readers
1,448 outlets in London – Manager & Free Trade
We had over 2,500 attend the trade session in 2019
Root + Bone Bone Daddies Co-op Hog Technical Services Matthew Clarke Peppermint Bars & Events Swig Wines Ltd The Swimming Pig
48 West Ltd Boutique Wines Online Craft Beer Coin Hop Burns & Black MDB Pernod Ricard Tap East Them That Can
7000 Jars of Beer Bowimi Craft beer London app Hop Swap London Meron Pig’s Ears Beer Ltd Taphandles Timothy Taylor & Co
8000 Vintages Limited Brands Direct Crafty’s Beer Shop Hopmaster II Miss Pizza Hut Tesco Tofs Events Ltd
A Spirou Ltd Brasserie de Brunehaut Crisp Maltings House of Beers Mitchell’s & Butler’s Princess Alexandra The Beerblefish Brewing Co Tonkotsu
A&O Brew Republic UK Crown & Anchor iCraftB Molson coors Pubs of Distinction The Bohemia Topshelf Asia
Abc Kitchen BrewBroker Darling Imbiba Morgenrot Real Food Markets Ltd The Cheese Bar Trickle Beers
AleHunters Ltd Brewers Association Dayla Ltd Indiebeer Morrisons Red Squirrel Wine The Craft Beer Shop Ltd Trilogy Beverage Brands
All Bar One Brewery Market Ltd De Bierlijn Rotterdam BV Ireland Craft Beverages Morrow Brothers RedFarm The Duke of Sussex True Craft
All Hail Ale Brewfellas Ltd Dead Crafty Beer Company IWTTW Mother Kelly’s Reverence The Duke’s Head Ltd Tubbs Pubb Ltd
TRADE ATTENDEES 2019
And Union British Beer and Pub Assoc DeskBeers James Clay MOTIM Revetas The Edition Hotel Group Tübinger Craft Beer
Antic Broufox Direct Wines Ltd Jeffersons brewery Muntons Sainsbury’s The Firkin Shed Turpin Brewery
Antuerpia Brunning and Price Elekron Ventures John Lewis Partnership Naifs Food Ltd Salthouse Bottles The George Inn Twickenham Green Taverns
Aramark Budweiser Budvar Brewery Elevate Jolly Good Beer NALSAN Business LTD Seven Seasons The Hercules UBREW
Asda Bullfinch Brewery & Taproom Elevate Retail Solutions Ltd Junkyard Nottingham ltd Narnia Pub Ltd Shepherd Neame The HG Wells Urban Ground
Barworks CAMRA Enotria & Coe KAM Media NZ Beer Collective SIBA The Hop Locker Urban Leisure Group
Beef & Brew Caps and Taps EOS Consulting KD22 consulting Ltd Ninth ward london Soffles The Hop Locker Ltd Vagabond Wines
Beer + Burger Captain Barrel Euroboozer Ltd Kill The Cat No heroes Soho House Group The Hope VandeStreek bier
Beer Baron Ltd. Cara Technology Evenodds ltd Ladywell Tavern Noi cervejaria Solvay Society The Hopmaster Vinmonopolet
Beer Hawk Ltd Carouse London Ltd Factotum Partners Les Caves De Pyrene Oakman Inns & Restaurants Sopexa The Joiners Arms Wadworth & Co Ltd
Beer Junction Ltd Celebrator Beer News (US) Fandom Leytonstone Mini Market Oasthouse Engineering Sourced Market The Little Wine Sho Waitrose
Beer merchants tap Beer Paper (US) Farmer’s Boy PH LHRCB Oddbins Spitalfields Pubs Company The Night Swift Watneys Beer Company
Beer No Evil Limited Cervecería Rural Frontier Pubs Lidl Odysea Ltd SSV Limited The Ninth Ward We Brought Beer Ltd
Beerfly Cervejaria Noi Harvey Nichols London Beer Consulting Old Spot Pub company Stir The Northcote Arms Weino BIB
Beers n Beans Charles Faram Hawksmoor London City Runners One-Solution Consultancy Stir Cambridge Ltd The Old Fountain Windmill Taverns Ltd
Bill’s Cheval Capital Hawthorn Leisure Longflint drinks ltd Page & Saldana Ltd Stonegate Pub Company The Pickerel Pub Woods Whur
Bloodandsand Ltd Cityglen Pub Co Head Bottles Lowlander grand cafe Pageant Media Strongroom Bar The Prince N22 Ltd World Beers Ltd
Waterloo Tap Clapton Craft Heathwick Ltd Majestic Wines Park Fever Sunset Hospitality The Rose & Crown Tooting WOTR Ltd
Bodean’s BBQ Climpson & Sons Hilton Worldwide Malvern Inns Penelope’s Portmanteau Sweet Chick The Rusty Bucket Pub Yakima Chief Hops
Bodega Bay Close Brothers Rentals Hix & Buck Ltd Mathbrew Pennyhill Park Swig Wines The Stoneworks Bar Young’s
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
WHAT’S NEW FOR 2021
We know the world of events has changed, running
BCBF in September 2020 showed us just how to adapt to
these challenging times. We don’t know what the future
holds, but we know that if allowed to, we can run safe,
secure and fully experiential festivals that consumers and
exhibitors alike can all benefit from. We have robust safety
policies in place that are constantly under review and
being one of very few events to run a large scale event in
late 2020, we know what it takes to make things work
The UK’s first dedicated craft beer music festival, With equal attention to artisanal
drinks, family fun, wellness and escaping the pressures of modern living. Bigfoot is
our most ambitious project to date and is the culmination of a decades work in food
and drink. There are a number of fantastic opportunities here, so much so that it
has its own dedicated parter deck and rate card, for more info please ask .
In partnership with Broadwick Live and utilising the new site at Escape to Freight
Island and the Mayfield depot, we will look to bring a more rounded festival with
a focus on northern breweries, the food and music scene while celebrating the
very best of modern beer culture
The event will host christmas market traders, more food and drink with a lot of
breweries setting up their own tap rooms and bringing the Christmas feel. Imagine
going to a village with 80 of your favourite breweries all with their own bars and
then a whole heap of great food ,music, and artisan drink producers to boot. Expect
a lot of Christmas present buying.
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it through
2021 EVENTS
11th – 12th June 16th – 17th July December 2021
Year 6 Year 4 Year 2
5,000 attendees 5,000 attendees 7,500 attendees
50 breweries 50 breweries 80 breweries
6 restaurants & 20 partners 5 restaurants & 20 partners 10 restaurants & 50 partners
Location - Lloyds Amphitheatre, Harbourside Location - The Corn Exchange Location - Tobacco Dock
Twitter: 2,181 Twitter: 1.6k Twitter: 8.6k
Facebook: 4.5k Facebook: 6k Facebook: 19.5k
Instagram: 1.6k Instagram: 1.7k Instagram: 5k
Email subscribers: 3k+ Email subscribers: 3k+ Email subscribers: 12+k
18th – 20th June 23rd – 24th July
Year 1 Year 2
Craft Beer Music Festival 2,500 attendees
3 day camping 40 breweries
7,500 attendees 5 restaurants & 20 partners
20 Partnerships Location - Digbeth Arena
4 music stages Twitter: 1k
Family friendly Facebook: 1.6k
Location - Ragley Hall, Alcester Instagram: 1.3k
Email subscribers: 2.5k+
2nd – 3rd July 13th – 15th August
Year 1 Year 8
2,000 attendees 15,000 attendees
40 breweries 100 breweries
5 restaurants & 20 partners 10 restaurants & 40 partners
Location - Mayfield Depot Location - Tobacco Dock
Twitter: n/a Trade session for 2,500 attendees
Facebook: n/a Twitter: 8.6k
Instagram: n/a Facebook: 19.5k
Email subscribers: n/a Instagram: 5k
Email subscribers: 12+k
Daniel Sylvester partners@wearebeer.com 0207 099 4132 to talk it throughGET IN TOUCH
We’re now already engaged with numerous partners
for 2021, and taking enquiries for new opportunities.
If you’d like to speak to us about getting involved,
what we can offer and pricing, then please contact.
Daniel Sylvester
partners@wearebeer.com
0207 099 4132 to talk it through
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