Is beer festival fatigue a thing? Personally, I don’t think so. Beer festivals in Scandinavia are thriving judging by the flurry of activity in Sweden this autumn.

Over in the States, it’s a similar story where the Great American Beer Festival (GABF), the largest public tasting event in America, is now in its 42nd year and continues to draw huge crowds. But how?

The secret to GABF’s success lies in its constant reinvention from one year to the next with new concepts, new experiences and new innovations to entice the beer-loving public to return. Taking place in Denver, Colorado, 10-12th October 2024 it attracts approximately 40,000 people from all over the world who flock to the festival every year to celebrate American craft brewing creativity and craftsmanship by sampling 2,500+ beverages from 550+ breweries, cideries, distilleries, and other beverage producers. In fact, there are 122 first-time breweries pouring at GABF, an indication of the Festival’s enduring value and relevance.

But this year is different. Organiser, the Brewers Association, the not-for-profit trade association for small and independent American craft brewers, is shaking things up with a new layout where breweries are grouped by themed experience of their choice. These different worlds of immersive experience offer a unique blend of themed décor, specialised beverages, engaging activities and entertainment. Ann Obenchain, vice president of marketing and communications at the Brewers Association says: ”Beer is still the star of the show, but we also know our younger customers and younger attendees are interested in an overall experience.”

Themed areas include Prost!, a traditional German Biergarten where attendees can dance and sing along to live polka bands playing traditional Bavarian tunes or test their prowess in a stein-holding contest; Score! a sports-lovers haven which combines the thrill of sports with the joy of craft brewing; Fright, a Halloween themed experience that promises a hauntingly good time for all Halloween pre-gamers; Blast Off, an ‘out-of-this-world flavour blast’ featuring the Beer & Beyond experience area for liquid innovations and on-trend flavours from international and domestic breweries; Meet the Brewer a unique, interactive space where attendees can connect directly with their favourite brewers and offers a chance to learn, taste, and engage like never before; and Chill, a backyard gathering space with music, lawn games and exclusive brews.

New beverages are also making their debut this year. While beer remains the centre stage in its many iterations – think pumpkin beer, barrel-aged beers, sour ales, pastry stouts and the ubiquitous West Coast style and hazy IPAs –ready-to-drink canned cocktails, hard tea and hard lemonade will also be introduced for the first time. These newcomers will join a diverse lineup that includes cider, hard seltzer, hard soda, kombucha, various malt-based beverages and an array of non-alcohol beverages.

While the traditionalists among us may question the relevance of these beverages at a beer festival, it’s worth noting that many American craft brewers are now making ‘beyond beer’ beverages that cater to the increasingly diverse consumer pallet. There will be something for everyone at this year’s GABF.

Also new is the first ever Lucha Libre Mexican Wrestling where attendees can cheer on their favourite wrestlers in the ring and flying off the top ropes from Hugo’s Lucha Libre LIVE on the GABF Festival Floor while tasting award winning Mexican themed beers from sponsors Cerveceria Colorado and Denver Beer Co.

Another unique facet of GABF is PAIRED, a foodie paradise where acclaimed chefs unite with independent craft brewers from across the States to design unique small bites perfectly paired with craft beer, craft cocktails and cider found nowhere else at the festival. Compared to the hullabaloo of the festival floor it’s an oasis of calm tranquility where the focus is on the interplay of flavour between both beer and food.

And as if that wasn’t enough there’ll be costume contests, karaoke, a silent disco, an international section, an area serving previous GABF and World Beer Cup award winners, a Gluten-Free garden and much more.
Check back in next month for a round-up of the latest American craft beer trends found at the Festival!
Great American Beer Festival October 10-12, 2024

Look out for award-winning American craft beer in Systembolaget and throughout Scandinavia. Sweden is an important export market for American craft beer and the largest in the EU accounting for 4.6% of all exports.

Free downloadable resources to help you enjoy and understand American craft beer are available at www.brewersassociation.org or www.craftbeer.com