The show to discover new and established craft beer
A transatlantic brewery trip via virtual reality, the chance to design a beer and supping the world’s rarest brews is on the menu next week for thousands of beer aficionados in London.Now in its fifth year, CBR London 2017 has become a pilgrimage for beer fans and brewers who consider the sell-out, three day London festival at The Old Truman Brewery the highlight of the brewing calendar.
With 170 breweries and producers represented at the show, and over 700 beers and ciders and 2,000 people per session for brewers it is a chance to show off their new innovations to a thirsty crowd and for beer fans the rare opportunity to meet the faces behind the brands.
Full list of breweries and producers http://directory.
craftbeerrising.co.uk/
Fans of US brewery Goose Island should head to its pop-up tap room downstairs for a Hoppy Hour like no other. Drinkers will be whisked state-side via virtual reality from London’s East End to Chicago for a tour of the Goose Island hop farm and brewery.The Goose Island tap room includes a Beat The Brewer cornhole tournament and Timed Tappings featuring an exclusive release of rare draught beers, one keg a session – when it’s gone it’s gone!
London brewer Fuller’s will be out in force and will be unveiling its biggest beer launch for a generation in a separate subterranean VIP area. In the main show, the brewer will be showcasing its craft range, including a new Black IPA, while a second bar will be dedicated to Sierra Nevada and will include a range of unique beers from the US brewer.
Celebrating a decade of brewing craft beer titan, BrewDog will be offering fans the chance to design a bespoke CBR and BrewDog beer. Visitors to the show will be able to talk to the brewers behind the brand and cast a vote for their dream beer based on style, hops, ABV and malt bill which will then be brewed and distributed across its London bars.
If you like a spirit alongside your beer, the Auchentoshan and Ale bar is the place to head for a whisky ‘cockt-ale’ served from a mighty crowler machine run by the London Beer Factory. They will be joined by comedy duo The Thinking Drinkers propping up the bar with educational tales and a witty journey into the lifecycle of beer and whisky.
Over at Belgian beer brand Vedett, drinkers can have their photograph transformed into their own personalised coaster while magically dispensing a cool sample of its beer.
Once again, brewing industry expert Melissa Cole will be hosting a panel of experts guiding visitors through the best beers across the pond, advice on home brewing, cooking with beer and showing punters how to recognise if a beer is past its best.
And finally there will be another cracking line up of music, with revered producer DJ Yoda taking the main stage on Saturday night. Friday will be taken care of by The Reflex in a rare London show, while the legendary Secretsundaze James Priestly hosts Thursday night’s soiree. BBC6 Music’s Don Letts also returns alongside the DJ’s encyclopedia Bill Brewster.
All this and the very best street food vendors will also be on hand to inspire some food matching and cater for both meat lovers and vegetarians.
– Ends –
NOTES TO EDITOR
· Tickets are priced from £15 and available at: http://bit.ly/CBRTickets
· Taste last years show https://vimeo.com/
159203382 · Photography and logos – http://bit.ly/2fKuqXQ
· 2017 sees an increase in exhibitor capacity to 170 breweries and brands
· 2000 attendees per session
· More talks and debate on the hottest topics from leading industry professionals
· Cash bars and take out beer in festival growlers
· Tickets cost from £15 and include branded glass and event programme
· Full merchandise range available
ABOUT CBR LONDON 2016 TEAM
· Craft Beer Rising, was created and is produced and promoted by Elastic an award winning below the line agency that specialises in alcohol marketing
• Elastic’s mission is to ‘influence every drinking occasion through insight, passion and experience’
• IPM Gold Award winners in 2014 and 2015
For further information, images and to register for a media pass for CBR London 2017 please contact: lyndsey@
craftbeerrising.co.uk ENDS
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16th February 2017
