The Growing Popularity of Beer Events

The Growing Popularity of Beer Events

Beer Tour

The popularity of craft beer, more discerning palates, and technology create even more space for new festivals, beer bashes, tastings, and more, which is why the popularity of beer events is growing day after day.

Savvy event organizers are serving thirsty audiences with a variety of beer events that offer something for everyone—from the biggest festivals to the most intimate of tastings—and they’re seeing wild success all across the country.

There are currently more than 900 beer festivals in the US annually. In the last two years alone, Eventbrite experienced a 271% boost in the number of beer events using its ticketing service, jumping from just over 1500 events to more than 6000. These events ranged from festivals as big as the American Craft Brew Fest to smaller events such as St. Paddy’s Day beer bashes, home brewing classes, pub crawls, brewery tours, tastings, and more.

This report takes a closer look at the many factors driving event growth, along with ways that festival directors, guilds, breweries, and other event organizers can capitalize on new trends to produce events that will keep beer drinkers coming back round after round. Read the full report to learn more!


The secret sauce to beer industry growth: A genuine interest in the “craft” of craft beer 

Thanks to an increasing appreciation for quality beer production, new breweries are popping up all over the country, with more than 2500 now operating in the US, plus another 1600 in planning stages, according to the Brewers Association.

These breweries are more focused than ever on producing beers with exceptional taste and complexity. To achieve this, craft masters are turning to arduous brewing processes; experimenting with subtle new flavors by aging brews in casks previously reserved for wine, bourbon, and rum; and using higher-quality ingredients to create outstanding new products.

Consumers are also taking more interest in what goes into the craft. Like foodies and wine drinkers before them, beer drinkers are developing increasingly sophisticated palates, giving brewers more freedom to play with style and flavor.

Whether it’s celebrations of beers and brewers from a certain region, such as the Michigan Brewers Guild’s Summer Festival, or events focused on specific beer styles or flavor profiles, like the Bistro Double IPA Festival in San Francisco, America’s interest in microbrews is only getting bigger. And craft brews are proving an essential ingredient to more popular—and more profitable—events.

A new generation thinks craft is cool

Craft beer used to be the domain of older, more sophisticated beer drinkers. Not anymore. These days, twenty- and thirty-somethings are switching from traditional big-brewery offerings to the taste and variety offered by craft brews. Eighty-seven percent of the Millennial generation reported drinking beer on a weekly basis2. Even more impressive, these younger drinkers account for 29% of craft beer sales volume.

The impact of these new beer aficionados has been incredibly valuable to the industry. “Millennials are giving a huge boost to craft beer growth. I’d say they’re our fastest-growing demographic,” says Steve Kurowski, head of marketing and communications at the Colorado Brewers Guild

The new generation of beer drinkers is far less likely to exhibit loyalty to a particular brand. A whopping 94% try at least one new beer monthly, and 54% try a new brew in any given week. All the more reason for event organizers to introduce new brews to this group of rising connoisseurs. Beer tastings, brewery tours, and parties are great ways to boost interest and demand. Pub crawls are also drawing young twentysomethings out, adding one more activity for event promoters to consider

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Megan Buell

Megan joined Eventbrite in 2011. As a senior lifecycle marketing manager, she's passionate about delivering industry and product knowledge to Eventbrite's organizers at the right time and in the right place. In her spare time she likes cooking and making wine with her family, long naps on the beach, and watching college football.

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