Craft Brewing Festivals

Abstract

Recent growth of craft beer festivals in Pennsylvania created a rise in beer tourism. Cook examines three such beer festivals through statistical analysis of its attendees gathered during on-site visits. The chapter focuses on four key points about craft beer festivals and beer tourists: how far the patrons had to travel, how they heard about the event, their self-defined socioeconomic status, and their opinions on craft beer. Findings indicate that these affluent festivalgoers tend to be local, repeat attendees, and disdainful of ‘macro’ mainstream beer. Cook notes best practices of successful craft beer festivals. “Pennsylvania: Keystone of Craft Brewing Festivals” also examines gender and the way in which Pennsylvania’s beer laws allow beer festivals to play a special role in the growth of craft beer.