With the COVID-19 outbreak raging on, 2020 continues to go without multiple beer festivals that help not just local breweries but, as some may not realize, often the trade groups supporting them.
That's why groups like the Ohio Craft Brewers Association (OCBA) and the national Brewers Association, organizers of the Great American Beer Festival (in Denver), are going virtual.
For small and indie brewers, many of whom are struggling for survival amid a pandemic-induced economic downturn that is sapping profits, a situation most other bars and restaurants face, missing these events is just another line in the laundry list of challenges in keeping solvent in today's uncertain environment. A recent survey by the Ohio Restaurant Association paints a dire picture of the future of the hospitality industry in finding that more than half of those surveyed suspect they can't last until next spring under current economic conditions. Most are merely hoping to stem all-but-guaranteed losses this year.
The OCBA has canceled three of four beer-tasting festivals this year because of COVID-19, events that make up more than a third of the trade group's annual budget. Other events for early 2021, like the annual Winter Warmer Fest typically held in early March, are likely to be canceled at this rate as well.
Canceled festivals include the OCBA's key fall event typically held in Dayton, Ale-O-Ween, which is being transitioned to a virtual format this year in hope of drawing some attention, and revenue, for both breweries and the OCBA itself.
Last year's event featured more than 120 beers from 43 Ohio breweries. The OCBA raises money through events like Ale-O-Ween primarily via merchandise sales.
"Just as the pandemic has dealt a blow to breweries and small businesses across the state, we're also feeling the pinch from the loss of event revenue," said OCBA executive director Mary MacDonald. "We're sad that we can't dress up and gather in Dayton this year, but we think taking Ale-O-Ween virtual is a fun way to maintain the momentum of the event, drive customers to taprooms and raise some funds to support our work on behalf of our member breweries."
In lieu of a centralized gathering, the OCBA is promoting Ale-O-Ween this fall by basing it around an Instagram costume contest, encouraging craft fans to visit taprooms anywhere in the state in their outfits and post a picture with #AleOWeen.
Those who post pics by 11:59 p.m. on Oct. 31 will be eligible for bits of the OCBA's Drink Beer Made Here merch. Winners and runners-up will be awarded in six categories ranging from best couples and beer-related costumes to most-scary. Someone will also be named best in show.
Go to the event page here for all the details. There, you can also purchase Ale-O-Ween T-shirts for $25. Proceeds of those go entirely to the 2007-founded OCBA, whose stated mission is to "promote, protect and unify Ohio's craft brewing industry."
"We don't spend a lot of our time and effort on promoting the OCBA as an organization. We tend to spend our time promoting and protecting breweries, doing the behind-the-scenes advocacy and education efforts that help Ohio breweries not just survive a pandemic, but thrive in good times," said OCBA deputy director Justin Hemminger. "We are working to set an environment for breweries to be successful. But losing such a big part of our budget kind of puts our mission at risk."
Meanwhile, the renowned GABF, which typically draws several Ohio breweries as participants, will be hosted virtually Oct. 16-17. The BA bills this event, the GABF's 39th, as America's largest virtual beer event of the year.
Besides an online ceremony for winning beers, there'll be digital events for GABF passport holders. Sessions range from panels for enhancing craft beer knowledge to storytelling from "craft beer luminaries," according to the BA. The event page has more details.
Coinciding with the GABF will be local market deals at participating breweries, according to the BA, including Great Lakes Brewing Co., Market Garden Brewery, Masthead Brewing Co., Noble Beast Brewing Co., Terrestrial Brewing Co. and Working Class Brewery.
There are more than 900 U.S. breweries participating. You can find the full list of them here.
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September 05, 2020 at 01:16AM
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Fall beer festivals going virtual amid COVID-19 - Crain's Cleveland Business
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