Sixty brands serving 300 beers: what 40-something wouldn't be in heaven, asks Jesse Mulligan.
Craft beer is booming. The week Beervana was on in Wellington, local brewer Parrot Dog went cap in hand to the internet to raise some money to expand. Within two days it had received $2 million in pledges from fans, donors and investors keen to be part of a popular and successful brand.
Despite this, Parrot Dog's stand at the festival was modest — I'm guessing the company judged it not a great idea for people to see their donations splurged on expensive-looking marketing collateral.
There were no such worries at Garage Project, whose stand was a monument to excess — a giant stage-like construction wrapped in colourful branding with music, costumes, giveaway merch and party games. It dominated the festival in more ways than one - a much smaller outfit operating nearby reckoned its bottom line was benefiting just by being close enough to catch some of the Garage Project spillover.
In this, Beervana's 14th year, and with 60 brands serving 300 beers in Wellington Stadium, brewers have learned to offer something special to attract drinkers to their stand. Most brewed something special for the festival — Good George's tanker of beer stuffed with whole grapefruits, for example, or Tuatara's G&T featuring a naturally sour beer spiked with gin.