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NO LIMITS Unlimited Brewing ’ s founder & CEO Neil Soni gives his tips on getting beer right
Consider audience taste : Is the audience comprised of hop-heavy beer geeks , lagersipping beer consumers , wine drinkers or a mixed group ?
Pay attention to the alcohol percentage ( ABV ): Some occasions call for the strong stuff ( I ’ ll define as over 7 %) but most events should feature ‘ session beers ’. Usually in the 5 % range , these are flavour-filled but lack the massive punch of stronger styles . Your audience can have a good time without having ‘ too much ’ of a good time .
Are you serving food ? My personal rule of thumb : richer , maltier beers , such as stouts and porters , pair nicely with richer dishes , like roasts or steaks , while lighter , crisper styles , like pale ales and pilsners , pair better with grilled chicken or fish .
Packaging matters Canned craft beer continues to see increased popularity , but present a major complication for events : cans require adequate glassware . Bottles function as the serving vessel as well . However , some beers are only available in cans . Many functions feature glassware already ( no one to our best knowledge is drinking wine out of the bottle ) so your situation may allow for cans with minimal hassle . Cans are more environmentally friendly than bottles because they weigh 50 % less .
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Below : Feast It supplier Travelling Gin |
are still leveraging money from brewers , but really considering their audience and working with local breweries are getting it right . GALA festival is one example ,” he adds .
This transition towards catering for consumer choice , while trialling unknown brands , is a delicate balance , according to Matt Curtis , a beer writer who founded craft beer event Uppers & Downers .
“ It ’ s tough because organisers and venues rely on sponsorship to make things work , and very large breweries have the power to both do this and provide cheap beer , helping events make a profit - a taboo subject for many , but essential if events are going to work , grow , and improve .”
“ Things are changing though . Field Day is a good example , with its London Brewers Market area championing small breweries , if more events considered initiatives like this , then it ’ ll help both the event and craft beer categories to fl o u r i s h .”
Vollrath suggests a solution in the form of working with a bar company , and convincing organisers that a larger profit overall can be made if you diversify
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your offering while taking a percentage of the takings .
“ Drinks brand Diageo has ventures where they fund upcoming drinks brands , and they are waking up to the various niches and how people are interested in a much bigger spread of drinks . Also , these sorts of companies are more involved in trialling products as they are often their future competition .”
A NEW SOLUTION
With the festival and wider marketing industry abuzz with talk of personalisation , bespoke service , uniqueness and sustainability , one company has stepped into the fray to tick a lot of contemporary boxes .
Unlimited Brewing ( see boxout ) is billed as the world ’ s first platform for creating personalised beer , each of which is sourced locally to your event or festival . The company personalises beers from its portfolio , or allows you to design your own from scratch . The company wants to become the world ’ s first , and largest , supplier of premium craft beer , without ever having owned or operated a
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Time of year : Winter calls for darker , maltier beers , sometimes augmented with Christmas spices . Summer calls for lighter , refreshing styles – think lagers and pilsners . Spring has Märzens and Maibocks , and autumn brings Oktoberfests and the now ubiquitous pumpkin ales . unlimitedbrewing . com |