Don’t Worry, Be Hoopy! How To Create The Best Beer Festival

Wish You Were Beer

Beer festivals take place across the world and come in many different sizes and forms. Ranging from Oktoberfest in Munich, Germany to The Great American Beer Festival in Denver, Colorado to The Czech Beer Festival in Prague, The Czech Republic. It’s safe to say beer festivals are here to stay! Beer festivals such as the famous Oktoberfest dates back to 1810 and was the celebration of the marriage of the crown prince of Bavaria, who later became King Louis I, to Princess Therese von Sachsen-Hildburghause. However, not all beer festivals have such a rich and interesting history. In recent years there has been a rise in craft beer and self-brewing.

Craft beer is generally made in small independent breweries and tends to have unique flavours and blends. In recent years craft beer and beer festivals are popping up around the globe. Beer festivals are like all festivals, people go there to have a good time, relax, have one or ten drinks, unwind and spend time with family, friends and partners alike. Beer festivals are a great way to share new products and recipes, gain new customers and get your beer brand out there to a budding audience.

Festivals are loved by many and are a staple in lots people’s summer, however there are several factors that need to be taken into consideration for a festival to be successful. This blog will focus on the creative, engaging and fun things you can do with print based merchandise and products to make your festival/ stall stand out for the right reasons.


Printed tickets could be seen as almost obsolete with QR codes, Apple Pay, Apple Wallet and the Android equivalent. However, creating a ticket that can be used as a keepsake, memento, souvenir and memory of the festival. Charlie would never throw away his golden ticket, as it’s a reminder of the wonderful time he and Grampa Joe had in Willy Wonker’s Chocolate Factory. If your festival ticket is well design and made from durable materials the more likely one is to keep it, and owning the ticket will act as a reminder of the festival and can result in a higher returning customer rate.


Festivals tend to cover a large area, with places to eat, drink, relax as well as stages and fair rides, meaning navigating yourself around can be a challenge. Having  branded lanyards with a small fold-up map of the festival allows attendees to navigate themselves around with ease.


A fun way to engage beer festival attendees and keep them coming back to your home brew is through stamps. Commonly stamps are used on loyalty cards, however there are other ways to use a stamp system. If your brewery and beer tent offers a range of beers, lagers and ales, you could create a stamp system. Each drink is on the card, once someone has tried a beer they get a stamp, with the aim of collecting a stamp for each beer and therefore trying each beer. Another way to engage attendees could be through proving score cards. Each pint your company sells you give the customer a card to a list of criteria for them to mark out of 10. For example, the head, how hoppy the beer tastes, the flavour etc. This not only engages customers it also provides them with more of an experience, which will keep customers returning.

Photo Wall

Photo walls are great for bragging rights as well as getting professional looking pictures of you and your friends. Providing a photo wall with all the beer brands, logos as well as the festival name is a great way to gain visibility. Photo walls are also a great way to organically get people to use a hashtag. For example, ‘get your picture taken here then share it with the #beerfestival2020’.

Flags, banners and balloons

No festival would be completed without an excessive amount of flags, banners and balloons. Balloons and flags are a great way to create a fun and exciting atmosphere. Balloons are synonymous with parties and fun so naturally having them present at a festival makes sense. Banners and flags can work as a powerful visual tool for drawing in customers or creating intrigue towards a tent, stall or food stand. In addition, having a company logo printed on a large scale banner or flag creates brand awareness and brand associations as well as just getting the brand out in the public eye.


And finally, no festival would be complete without the sale of merchandise. A beer festival can sells promotional merchandise to happy customers and the range of products for sale can large.

For example:

  • Tops
  • Scarfs
  • Woolly hats
  • Glasses – pint, half pint, shot
  • Cool boxes
  • Bottle openers
  • Corks

Can be fun and relevant to the beer company. In addition selling bottles and crates of beer for people to take home is a great opportunity to gain regular consumers.

Using these simple touches can make a festival stand out and keep people wanting more.