Three prominent breweries will cut back participation in the upcoming Great British Beer Festival in London.
Adnams, Batemans and Woodforde’s will not operate stands at the festival. Woodforde’s said its decision was based the high cost involved in attending the five-day event. Adnams and Batemans, told the Morning Advertiser newspaper they are looking at different ways of spending their marketing budget.
“The reach of the GBBF is possibly a little limited and this year we had to take a long hard look and ask what the festival actually did for us,” said Adnams marketing chief Steve Curzon. “We are now looking at other ways of profiling our cask ales and different methods of engaging consumers.”
Woodforde’s decided with withdraw despite picking up a bronze medal in the Champion Beer of Britain awards last year with its Woodforde’s Wherry Bitter.
“We are probably the smallest brewer that takes a stand at the festival, but we are a long way away from London and for other companies it is easier and cheaper to attend,” said spokesman Mike Betts.
The Campaign for Real Ale (CAMRA) – which conducts the festival – said it was disappointed at the absence of the brewers, but pointed out their beers would still be available at the festival’s bars.
“Brewers routinely pull out of the festival depending on their marketing strategy, but they do invariably re-appear,” a spokesman added.
The festival runs Aug. 1-5.