7 Festivals, 50,000 Visitors, 1 Great Partnership Our Mission

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 [email protected] 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 [email protected] 0207 099 4132 to talk it through EDINBURGH CRAFT BEER FESTIVAL 2018 5,300 17.2% New 35% 2019 6,194 Visitors Returning 42% 2020 6,736 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% to ECBF? year? 3% 2,479 2,862 3,326 Yes 2019 1,702 Second 92% 18-24 25-34 35-44 45-54 55-64 65+ 2017 2018 2019 28% *figures have increased even though we decreased the sessions 2020 2,230 from 5 to 3, also meaning accommodation costs saved Age SOCIALS GROWTH SOCIALS ATTENDANCE FIGURES ATTENDANCE 23% 32.22% 14% 28.15% 12% 16.5% US & BEYOND 10% 4 Breweries 5% 5% 7.5% 6.5% 6.6% 4% 5.5% 12.96% EUROPE UK 3% 3% 3% 3% 11.11% 22% 68% 9 Breweries 28 Breweries 4% 2% 4.5% 7.04% 5.93% 2.5% 14% 2.59% - Less than £20k- £35K- £50k- £75k- Over Prefer MUSIC FOOTBALL SPORT CYCLING FOOD WINE TRAVEL WHISKY RUN RUGBY WINE GIN WHISKY RED WINE RUM CIDER WATER WHISKEY G&T TEA £20k £30k £49k £74k £100k £100k not to say AUDIENCE Interests Preferred drink after beer Income BREWERIES Daniel Sylvester [email protected] 0207 099 4132 to talk it through BRISTOL CRAFT BEER FESTIVAL 2018 4,527 16.6% 33.5% New 2019 5,861 Visitors 46% Returning 2020 7,307 Visitors 66.5% 83.4% 2019 2,181 25% 2018 2,418 Fourth No 8% 4% 16% 2020 2,509 Third 15% First How many times 53% Will you be 6% 2018 1,543 have you been to coming next year? BCBF? 4% 3% Second 2,400 2,900 3,600 Yes 2019 2,670 24% 96% 2017 2018 2019 18-24 25-34 35-44 45-54 55-64 65+ Age 2020 3,907 SOCIALS GROWTH SOCIALS ATTENDANCE FIGURES ATTENDANCE 34.82% 18.93% 8.95% 8.63% 24.92% 7.03% 17.28% US & BEYOND 15% 7 Breweries 5.43% 4% 7.41% EUROPE 3% 3% 15.97% 15% 2.42% 7 Breweries 1.92% 1.92% 9.90% 4.12% 4.12% UK 3.70% 2.06% 70% 2.47% 32 Breweries 5.75% 4.79% 3.83% 2.88% 16.46% Less than £20k- £35K- £50k- £75k- Over Prefer CIDER GIN WINE WHISKY GIN & TONIC WHISKEY RUM WATER SPIRITS WINE MUSIC FOOTBALL SPORT CYCLING FOOD WINE TRAVEL WHISKY RUNNING RUGBY £20k £30k £49k £74k £100k £100k not to say AUDIENCE Interests Preferred drink after beer Income BREWERIES Daniel Sylvester [email protected] 0207 099 4132 to talk it through BEER CENTRAL 42% 2019 1,616 17.1% New Visitors 23% 2020 1,068 Returning Visitors 2019 1,068 19% 82.9% Year 2020 1,603 29% 1 9% 6% 2019 1,319 1,800 2% 71% Visitors 18-24 25-34 35-44 45-54 55-64 65+ 2020 1,702 Age SOCIALS GROWTH SOCIALS ATTENDANCE FIGURES ATTENDANCE 36.04% 16.22% 19.75% 32.43% 10.81% US & 8.11% 17.28% BEYOND 7.21% 7% (2) EUROPE 13% 4 Breweries 4.50% 17.12% 7.41% 7.41% 7.41% 3.60% 3.60% 3.60% 3.60% 6.17% 4.12% 4.94% 6.31% UK 3.70% 11.11% 80% 3.60% 3.60% 24 Breweries 0.90% Less than £20k- £35K- £50k- £75k- Over Prefer MUSIC FOOTBALL SPORT CYCLING FOOD RUGBY TRAVEL FILMS RUNNING GIN WINE WHISKEY CIDER RUM WHISKY RED WINE WATER G&T VODKA £20k £30k £49k £74k £100k £100k not to say BREWERIES AUDIENCE Interests Preferred drink after beer Income Daniel Sylvester [email protected] 0207 099 4132 to talk it through LONDON CRAFT BEER FESTIVAL 2018 17,294 18.5% 47% 31.7% New 2019 19,417 Visitors Returning 2020 20,537 Visitors 68.3% 81.5% 25% 2018 4,174 2019 8,677 14% No 5% 2020 8,740 Third 26% 6% How many times First Will you return 2018 1,041 have you been 46% next year? 5% to LCBF? 3% Yes 95% 2019 4,005 2,479 2,862 3,326 Second 28% 18-24 25-34 35-44 45-54 55-64 65+ 2017 2018 2019 2020 4,954 SOCIALS GROWTH SOCIALS ATTENDANCE FIGURES ATTENDANCE 11% 10% 28.18% 28.71% 25.20% 16.17% 19.94% US & BEYOND 17% 6% 6% 16 Breweries 5% 4% 3% 3% 6.24% EUROPE 3% 6.0% 20% UK 5.5% 2% 4.85% 19 Breweries 63% 3.70% 60 Breweries 3% 6.86% 7.50% 6.06% 8.31% 5.74% 3.70% Less than £20k- £35K- £50k- £75k- Over Prefer GIN CIDER WATER WHISKY RUM RED WINE G&T WHISKEY COCKTAILS WINE MUSIC FOOTBALL FOOD TRAVEL SPORT RUNNING CYCLING FILM RUGBY WINE £20k £30k £49k £74k £100k £100k not to say AUDIENCE Interests Preferred drink after beer Income BREWERIES Daniel Sylvester [email protected] 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 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 TRADE ATTENDEES 2019 TRADE ATTENDEES Bodega Bay Close Brothers Rentals Hix & Buck Ltd Mathbrew Pennyhill Park Swig Wines The Stoneworks Bar Young’s Daniel Sylvester [email protected] 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.

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