POST-EVENT REPORT 2016 “GABF Provides an Incredible Opportunity to Support Our Current Customers and Meet New Prospects

POST-EVENT REPORT 2016 “GABF provides an incredible opportunity to support our current customers and meet new prospects. We partner with craft brewers all over the country who are seeking capital to expand, so to be able to connect with all of these folks in one place at the industry’s biggest event is highly valuable. The exposure we gain by sharing a beer with brewers and owners in such a cool atmosphere, as well as them seeing our logo around the venue, is great!”

Randall Behrens & Tracy Sheppard, Senior Loan Officers Live Oak Bank (Non-Exhibiting Supporter)

“We needed to be at GABF in order to hear directly from our potential consumers. We are looking to design & build products that complement not complicate lives. We have one, the Vessi Fermentor, that we think is a great start. But, it was imperative that we get it out in front of the beer community. Plus, it was a blast to be a part of GABF!”

Noel Dolan, Sr. Marketing & Open Innovation Manager VessiTM Fermentor & Dispenser (Premier Supporter) Facts + Figures October 6–8, 2016 • Colorado Convention Center Awards Ceremony • October 8

C ( F S SSSS) S 201 201 2016 201 201 2016 000 60000 60000 0 2 2 50,155 hours 55,188 hours 57,681 hours

FS B CM B 201 201 2016 201 201 2016 00 00 00 0 66 22 BS BS BS BS BS BS 710 breweries 750 breweries 780 breweries 1,309 breweries 1,552 breweries 1,752 breweries

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Medas awarded 26 edas pus ro udges 26 udges ro 1 ountries Beerstye ategories eauated 6 pus BF ro erage o eers entered in ea ategory eers Category wit igest nuer o entries erianStye ndia ae e 12 Attendee Demographic Information

Age: How many times have Do you live in the Greater 21-24...... 3% Denver area? 25-34...... 36% you attended GABF? Yes...... 27%

35-44...... 30% 1-2 Times No...... 73% 45-54...... 19% 26% 55+ ...... 12% First Time 3-5 Times Activities attendees enjoy: Average...... 35 .3 years 37% 21% Pubs/Breweries...... 91% Travel/Vacation ...... 83% Gender: Dining ...... 70% 6+ Times Male...... 72% Camping/Hiking...... 68% Female...... 28% 16% Sporting Events...... 64% Live Music/Concerts...... 64% Marital status: How Often Do You Cooking...... 61% Single...... 35% Purchase Craft Beer? Homebrewing ...... 51% Married ...... 62% Not at All Recreational Sports...... 44% Other...... 3% 1% Skiing/Snowboarding . . . . . 41% Running...... 31% 5+ Times Cycling...... 30% Combined household income: /Month 1-4 Times Hunting/Fishing...... 24% $110K+...... 49% 51% /Month $90K-$109K ...... 17% 48% Casinos...... 23% $60K-$89K ...... 18% Off-roading/Snowmobiling . . . 14% $35K-$59K ...... 12% Climbing ...... 12% Under $34K...... 4% How Often Do You Visit What was your primary mode Educational level: Your Local Brewery/Pub? of transit to the event? High School and below. . . . . 11% (select all that apply) Undergraduate Degree. . . . . 52% Not at All Walk...... 37% Graduate Degree...... 37% 2% Public Transit...... 35% 5+ Times/ Taxi ...... 19% Month Drive ...... 16% Are you a homebrewer? 36% Yes...... 51% Carpool/Dropoff...... 19% 1-4 Times/Month Bike...... 1% No...... 35% 62% Would like to start...... 14%

“Carhartt is proud to be a part of the Great American Beer Festival. It is a unique event that allows us to reach tens of thousands of customers in one space. It is showcasing the talent and hard work of men and women from across the country and celebrating their success. From start to fin- ish we are glad to support the teams who really epitomize “Outworking Them All” to make the event go off without a hitch. We are excited to see what future festivals bring!”

Anna Metcalf, Associate Manager of Strategic Partnerships Carhartt (Official Level Sponsor) Sponsorship Benefits Sponsorship Recognition • Event Marketing

Billboards Print Advertising Website 24 billboards plus light DRAFT magazine There were 579,408 visits and rail wrap and posters placed in (1) full color ad . 1,227,050 page views on the the Denver, Boulder and Fort GABF website between July Collins metro areas for 5 weeks . BeerAdvocate magazine and October . (1) full color ad . Emails Online & Social Media Multiple HTML emails sent Planet Bluegrass Over 58,800 Likes to over 200,000 American (1) full color ad in Telluride on Facebook . Homebrewers Association Bluegrass Festival Program . members, non-members, (1) full color ad in RockyGrass More than 36,400 Twitter Brewers Association members Festival Program . followers with significant and past festival attendees . #GABF conversation; #GABF Boulder Weekly periodical trended nationally on Saturday, News Releases (3) full color ads . October 8 . Two news releases distributed to local, national and Television Over 16,500 Instagram beer media . 852 30-second spots followers . on Comcast television Postcards network broadcast in Denver 350,000 impressions on 14,000 distributed to metro area . comcast .net . homebrew shops and clubs, bars, breweries, American Programs Thousands of impressions Homebrewers Association More than 37,775 distributed on Clear Channel websites members and others . to festival attendees . and e-newsletters, Ticketmaster .com and other Posters Ticket Giveaways blogs and websites . 4,600 distributed to breweries, Radio partners 97 .3 KBCO, bars, liquor stores, homebrew 103 .5 The Fox, 850 KOA gave shops and clubs . away tickets online and on-air . as did other sponsors and exhibitors .

“GABF offers several opportunities to connect with our customers. Through the event itself, and the fact it draws so many brewers and brewery owners, it offers a place and time where our craft brewing customers are in high concentration and good spirits; this allows to have face-to-face meetings, conduct hop selection remotely, and/or just have casual interactions. By having a booth in the Homebrew Marketplace, we also connect with homebrew shop owners, and the homebrewers themselves; this is a great way to promote our key ingredient lines.” Jake Keeler, Director of Marketing Brewers Supply Group (Premier Supporter) Festival Marketing

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My GABF App Postcards Thanks to our sponsors for their generous support! paired RESTROOMS entrance KARAOKE cheese 16 19 16 19 PACIFIC STAGE 16 19 20 20 20 15 15 15 21 21 21 14 14 14 22 22 PACIFIC NW 22 13 13 13 23 23 23 12 12 12 24 24 MID ATLANTIC 24 25 25 25 11 11 11 guild pavilion 26 26 26 10 10 10 27 27 S T 27 U 9 9

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GREAT AMERICAN BEER FESTIVAL® PRO-AM 17 17 COMPETITION 17 18 17 18 16 19 16 19 16 19 16 19 16 19 20 20 20 20 20 15 15 15 15 15 21 21 21 21 21 14 14 14 14 14 22 22 22 22 22 13 13 13 13 13 23 23 23 23 23 12 12 12 13 12 12 24 24 24 24 24 RESTROOMS 25 25 25 25 25 11 11 11 11 11 26 26 26 26 26 10 10 10 10 10 TICKET HOLDER TICKET HOLDER 27 27 27 27 27 ENTRANCE ENTRANCE F G H J 9 9 9

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C - 100% C - 69% C - 0% C - 0% M - 76% M - 34% M - 13% M - 3% Y - 0% Y - 0% Y - 55% Y - 20% 5 Haha B - 38% B - 0% B - 42% B - 0% *PANTONE® is a registered trademark of Pantone, Inc. 17 18 17 The colors shown here are not intended to match the PANTONE® Color Standards. 16 19 16 19 17 Prop & Peller Cheers 16 ® 16 17 16 17 20 20 18 18 18 15 15 15 15 Pretzels Sunglasses 15 21 21 19 19 19 14 14 14 14 3 4 14 22 22 20 20 20 13 13 13 13 13 23 23 21 21 21 12 12 12 12 12 39 24 24 22 22 22 25 25 11 11 11 11 11 23 23 23 26 26 24 24 24 10 10 10 10 10 40 RESTROOMS 27 27 25 25 entrance line area A C D 25 E 9 9 9 9

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“Attending GABF and having a presence there is very important to our company in many ways. It allowsDOWNLOAD us to keep our finger THE on the FREE pulse of MYGABF the industry. The APP heart NOW!of the brewing community is there and in an ever-changing landscape it is vital to remain connected to the network. Additionally, there is no better place to get a chance to have your beers tested by not only 60,000 beer lovers during the festival, but also by the best beer judges in the world during the GABF competition. It is a “must” for our brewing company every year. ”

Jaime Dietenhofer, Founder/CEO WATER STATIONS CAN BE FOUND AT MOSTFigueroa COLUMNS Mountain Brewing Co. (Featured Brewery Sponsor) 6 Festival Highlights

54 Exhibitors (non-breweries) Exhibitors displayed products Great American Beer Pavilions such as beer cookbooks, brewing The eight educational areas at this year’s festival supplies, glassware, hop candles, allowed attendees to explore the world of beer kegerators, apps, portable and food, learn about the brewers behind their hammocks, skis, hats, T-shirts, favorite beers, understand what judges look for in sunglasses and magazines . a beer, pick up a few books to learn more about our favorite beverage and more . Festival Flair Awards All breweries were invited to Beer & Food Pavilion GABF Pro-Am Competition decorate their booths. Sponsored by Red Robin Sponsored by Briess Malt & Ingredients Co ., 2016 Brewery Booth Winner: Professional chefs and brewers The Country Malt Group, Yakima Chief-Hopunion 3 Weavers Brewing Company presented fresh food pairings with and White Labs 2016 Brewery Table Winner: craft beer in the Beer & Food Pavilion This booth featured 90 entries from teams of a homebrewer and commercial Odd13 Brewing to 90 participants per session . brewers who scaled up a homebrew Paired recipe for this competition . Winners of Silent Disco AHA and BA members joined noted the competition were awarded gold, Sponsored by Oskar Blues chefs and small & independent brewers silver and bronze medals . Attendees sported wireless in an intimate setting located just off the headsets and boogied to the tunes main hall . Showcasing how well craft Support Your Local Brewery of a DJ . It was fun for participants beer pairs with local food, attendees (SYLB) Pavilion and even more fun for spectators! sampled beers paired with foods At the SYLB Pavilion, attendees prepared by chefs from across the experienced a virtual road trip across Eco-Friendly Initiatives country . Beers here were available only the country as they explored a variety of Great American Beer Festival in the pavilion and not in the festival hall . beers from 14 state guilds . Guests had is committed to creating a the chance to talk to the brewers, enjoy beers from nowhere else in the festival zero waste event . Compost, Beer Enthusiast Bookstore This year, the Beer Enthusiast Bookstore and learn about the passion that defines recycling and waste stations are offered more than 40 titles to GABF small brewers in America . placed throughout the venue . attendees . Multiple book signings were Energy usage is offset through offered during each festival session . BeerX: The CraftBeer .com Experience the Colorado Carbon Fund and Books were arranged into nine different GABF judges, brewers and others were attendees can learn more in an categories so shoppers could browse on hand to talk with attendees about how educational area which featured by interest . More than 25 book signings the GABF competition judging process sustainability in breweries . were offered to attendees . works and the stories behind the beer .

Designated Driver Lounge Area Brewers Studio Pavilion Brewpub Pavilion Sponsored by Tommyknocker Brewery Sponsored by Falling Rock Tap House To celebrate the growing tradition Designated drivers were offered Attendees observed and participated of locally brewed beers enjoyed straight from the source, the Great chair massages, complimentary as brewers held discussions on key topics ranging from collaboration beers, American Beer Festival featured a snacks, a free GABF hat creating a pub culture and learning Brewpub Pavilion with 36 breweries and unlimited non-alcoholic what it takes to go pro in the craft representing all regions of the country . refreshments, including brewing industry . craft brewed sodas . Media Coverage We try to be comprehensive, but with such extensive nationwide coverage, this list represents only a sampling of GABF’s media coverage.

We look forward to working with you