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1st March 2015

SIBA ramps up marketing support for BeerX

BeerX routemaster

The Society of Independent Brewers (SIBA) is ramping up its support for BeerX 2015 ahead of the event’s start in Sheffield on 18 March.  Advertising on poster sites and in local and regional newspapers and magazines, leaflets distributed across the city’s tram network, and branded beer mats are set to build awareness of the BeerX Festival of Beer among beer lovers in Sheffield and beyond.

The marketing campaign includes some of Sheffield’s most high-profile advertising sites including a digital screen on the A57 Parkway, which reaches more than 400,000 people a week. Thousands of leaflets promoting the beer festival are being distributed on the city’s trams and beer mats are being placed in local pubs.

During BeerX, a branded Routemaster bus will be ferrying visitors between the event at iceSheffield and the city centre. The Routemaster proved a powerful promotional vehicle last year as it dropped drinkers at some of Sheffield’s fine beer pubs and bars. Travel on the bus is free, though SIBA is requesting donations which will again be given to local charity St Luke’s.

BeerX is returning to Sheffield for its third year in March. The Festival of Beer will showcase more than 300 beers, all of them finalists in SIBA’s National Beer Competition. It is the biggest beer festival to offer drinkers a choice of cask, keg and bottled beers from across the country.

SIBA managing director Mike Benner said, “This is a strong marketing campaign for the BeerX Festival of Beer and we’re confident that anyone who lives within striking distance of Sheffield, and many beer enthusiasts from further afield, will aware of the event ahead of its start.”

“The growing consumer interest in craft beers and enthusiasm to try new styles, regardless of whether they are in cask, keg or bottle, provides a ready market for the BeerX Festival of Beer and we look forward to welcoming seasoned festival visitors as well as novice drinkers to iceSheffield.”

BeerX starts on 18 March and the Festival of Beer is open to the public on Friday 20and Saturday 21 March. The 30-metre bar is this year sponsored by There’s A Beer For That, the brewing industry’s campaign to reignite the nation’s love of beer. In addition to the array of beers, visitors will be able to enjoy live bands, a range of street foods and, on Saturday 21, the Rugby 6 Nations matches screened live. SIBA is anticipating around 5,500 trade and consumer visitors to BeerX over its four-day duration.

BeerX and the Festival of Beer are open to SIBA members and other industry delegates. To see the full programme and to buy tickets, visit



Issued on behalf of:                Society of Independent Brewers

By:                                           ShielPorter Communications

For information on SIBA:        Ros Shiel

07841 694137 / 01403 267971