London Beer Week to return after first “smashes predictions”


london beer week

London Beer Week – the city-wide celebration of beer – is to return in 2016 after reporting a successful first outing and extra revenue for participating bars.

Running from February 16 to 22, it attracted 8,500 attendees to events, pop-ups and bars around London which, according to organisers, “smashed predictions”.

More than 100 venues were officially part of the London Beer Week Beer Tours, each serving a speciality beer for just £3 or a boilermaker for £5 to those wearing the festival’s official wristband.

Initial figures show that more than £50,000 pounds in revenue was generated for London’s bars through this aspect of the festival alone, with more than 16,000 £3 signature beers served.

It was run in partnership with Craft Beer Rising, which featured craft beers, music and street food over four days at the Old Truman Brewery in east London.

The organisers of both London Beer Week and Craft Beer Rising have confirmed that both will return in February next year.

At the central hub in the Carnaby Street area, attendees collected their wristbands and enjoyed 25 different beers at the pop-up beer bar run by the team from Craft Beer Rising.

In the same area, a pop-up by Hobo Beer, the Czech Lager from beer expert Ben McFarland, hosted events and live blues music each evening.

Sharp’s Brewery brought a taste of Cornwall to east London with a beach-themed Secret Bar in Brick Lane, offering food and beer pairing sessions inside its “crate” bar.

The Guinness Roaming Wristband Collection van covered other parts of London, popping up at different locations throughout the week, including Box Park, Broadgate Market, Kingly Court and Bankside.

More than 70 events took place as part of London Beer Week, including London’s first Beer Run in which 100 beer-lovers ran 5k for charity, finishing at the central London Hub, where they were rewarded with an ice-cold beer from Two Fingers Brewing.

Other brands such as Affligem, Meantime, Fuller’s, Innis and Gunn, Camden Brewery, Beavertown and Orbit Brewery also put on events, as well as the launch of London’s first open brewery, Ubrew.

On social media, London Beer Week reached over 10million users on Twitter and created over 21million impressions over the course of the campaign.

Festival founder Hannah Sharman-Cox said: “We can’t believe the fantastic response London Beer Week has received in its first year. The support from the beer industry has been huge – both from the larger companies, and also the small independent brewers, who we are committed to supporting.

“On top of that, the feedback from consumers so far has been incredibly positive. We’re thrilled to have launched such an exciting addition to London’s beer calendar so successfully.”

London Beer Week is just one of three festivals under the Drink Up London umbrella, which is headed by London Cocktail Week founder Hannah Sharman-Cox.

The next festival from the team will be the second London Wine Week, taking place May 18 to 24, while the original London Cocktail Week will run from October 5 to 11.

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