Anyone who has been following this blog recently, will be aware that I
didn’t attend
CAMRA’s Great British Beer Festival (GBBF), this year. I won’t repeat my
reasons for not attending the
Campaign's flagship event, but without wishing to sound
smug, I’m rather glad I didn’t.
Last Friday, at
Fuggles Tonbridge for their official opening night, I bumped
into a friend, and over a few beers, the subject of
GBBF cropped up. My friend
had attended the festival two days previously, and he was not exactly brimming
over with praise for the event. His two main gripes were both cost-related, and
were the exorbitant entrance fee and the equally high price of the beer.
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GBBF 2012 |
Now he is not strapped for cash, by any stretch of the imagination, so I was
slightly surprised when he said,
“I’m a CAMRA member, yet I still had to pay
£11 to get in!” With programmes a pound each (£2 for non-members) and glasses
£3 each (ok we know this cost is refundable if you don’t want to keep the
glass), my friend complained that he’d coughed up
fifteen quid before he’d even
had so much as a taste of beer!
He then moved on to the price of a pint, saying he’d been charged the
equivalent of
£4.40 a pint, for a very ordinary,
mid-strength stout. On the
plus side, the festival wasn’t too crowded, which was perhaps not surprising
for mid-afternoon on Wednesday.
Now I know it’s fashionable to knock
CAMRA at the moment, but with
GBBF remaining
one of the largest and most successful beer festivals in the world, what’s not
to like?
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Food offerings
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I went along to last year’s festival and after my visit made the following
observations
here on the blog. “The organisers have got the whole event off to a tee. Years of
practice, and fine tuning, means the phenomenon which is the Great British
Beer Festival is a slick, highly polished and ultra-professional event,
which runs like clockwork to a well tried and tested formula.”
All good, positive stuff; I even went on to say,
“I couldn’t fault it at
all. There was plenty of seating; something the festival lacked just a few
years ago. There was a huge variety of different food stalls, selling all
manner of different foodstuffs - essential at an event like this for soaking up
all that beer which people imbibe. There was adequate room in which to
circulate and, for those of us who remember the greenhouse effect, back in the
1990’s, from that massive glass canopy at Olympia,
air-conditioning! Consequently, customers remained cool as did the
beer.”
So what has changed, and as someone who didn’t bother to attend, am I the
right person to be asking these questions? Well over the years I’ve been to
quite a few
Great British Beer Festivals, including the first one at
Alexandra
Palace as well as the one held
under canvas following the fire which destroyed much of that particular venue.
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Earls Court 2009 |
I’ve also attended two excellent GBBF’s in
Brighton,
plus a disastrous one at the
Docklands London Arena. Olympia
was always a good venue, and the installation of air-conditioning, which was a real godsend when it eventually happened, makes it ideal. However, I was never keen
on the now demolished
Earl’s Court, which was more like drinking in an
underground car-park. I was also present at the
Covent Garden Beer Exhibition,
which took place in
1975, and was the forerunner of
GBBF.
In short, I’ve been to a fair few festivals, and have seen
GBBF evolve from
a slightly shambolic, and at times totally chaotic happening, to today’s slick
and thoroughly professional event. And therein lies the rub, as having reached
this state are the organisers now just content to rest on their laurels and lie
back whilst the money rolls in? Is this strategy starting to unwind, and does
GBBF offer sufficient to attract an increasingly discerning audience of beer
lovers?
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Champion Beer of Britain finalists 2016 |
On the face of it, an event which showcases
900 different beers might be
exactly the sort of thing to bring in the punters; but ironically, this vast
selection represents far too much choice.
My own observations from previous years, that
there are just too many
“samey” beers, have been backed up by other observers;
one even pointed out,
"There were far too many insipid golden ales from too many
uninspired micros."
So where were the really interesting beers
and where were the really great beers? The answer appears to be on the
foreign beer bars, with the
American Cask Bar not only taking the lead, but
proving so popular that it ran out of beer by the end of Thursday evening. Isn’t
this a rather damming indictment of a festival designed to showcase the very
best of British beer? The popularity of the
American Cask Bar demonstrates
there is a demand for complex and challenging beer, and there is no reason why
such beer cannot be
British real ale.
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GBBF 2013 |
There were complaints about the live entertainment, which now seems to be
made up of cover’s bands and tribute acts. A decade or so I saw the
Acoustic
Strawbs play an excellent set, and there have been other well-known acts,
including
Chas'n'Dave, Steeleye Span, the Bad Shepherds, and the band which featured the late
John Bonham's sister.
Some have argued that this is down to cost; CAMRA is rumoured to be
strapped
for cash, and the decision to charge for
programmes – especially when they are
packed full of adverts which will have more than covered the cost of printing,
seems another penny-pinching way of trying to reduce the reported deficit. I
also saw a comment that the decor was
“minimalist at best”, with just a few
banners in support of
CAMRA. The same observer claimed that the only splashes
of colour and excitement were those provided by the brewery bars!
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American Cask Bar 2013 |
These may sound like pretty minor points, but small changes can often
have big effects, and also unforeseen circumstances. Charging what you think
the market will stand, or what CAMRA thinks it can get away with, is not going
to win the organisation many friends; especially when those prices are often in
excess of those charged by many
London
pubs.
I appreciate the necessity of the entrance fee, given the prestigious nature
of the venue and the fact it is in the heart of our capital city, but with the
festival relying on an army of unpaid volunteers, surely the double figure entrance
fee is unjustified. CAMRA is a large, powerful and influential organisation
which is more than capable of putting on a much more inspiring festival if they
chose to. With so many interesting and, at times, amazing home-produced beers
available, it's disappointing that instead they appear to have kept with the
same tried and tested “safe” formula of previous years.
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Foreign beers again finding favour |
Playing safe, whilst trying to make as much money as
possible, surely isn’t what GBBF and the Campaign for Real Ale are all
about, but it's not too late to turn the festival around. The Great British
Beer Festival is a long-established event which commands a large attendance, a
massive profile and an enormous amount of goodwill, inspired by the 1,200 odd
volunteers who every year, give up their time to ensure the festival is a
success. This side doesn’t need to change, but the thinking behind the event
definitely does.
With no overall strategy, or even an attempt to see the
bigger picture, the inertia of years of doing things a certain way has left the
festival floundering and unsure of its real purpose in an increasingly crowded
beer market. So please, let’s have less bland Golden Ales, Ordinary
Bitters and “ordinary-tasting” milds, and let us really celebrate all that is
good with British beer.
If this means less involvement in the ordering process from local
branches, with their politics and individual prejudices, and more input from
people who really know about beer, then so be it. It may even mean the
involvement of a company which specialises in organising events. There are
plenty of them about, or is this a step too far?