How has the beer sector adapted to a year without in-person events?

In the 24 hours before the Barcelona Beer Festival, the event organizers suddenly canceled it. The reason was that the COVID-19 pandemic had reached Spain. That same weekend, the nationwide lockdown was imposed and lasted several months. Given the circumstances, the beer sector quickly understood that 2020 would be a year without fairs or festivals. All initiatives, whether more or less advanced, were canceled immediately.

This does not mean there have been no spaces—albeit digital ones—to gather around good beer. Alternatives soon began to emerge. For example, the Mostra de Mediona held its festival by combining live online broadcasts with the collaboration of bars that offered the exclusive beers that were originally going to be presented at the fair. This hybrid of live videos featuring industry figures and the involvement of points of sale was key to allowing Mediona to move forward without losing its essence.

However, many other festivals have cancelled their line-ups (either due to lack of track record or resources) without setting a new date. This is the case for many of the small regional festivals scattered around the country. The uncertainty caused by COVID-19 makes any kind of planning impossible, especially with new outbreaks in the mix.

Some festivals—and not only festivals, but also producers and venues—have seen an opportunity in the online format. Many companies have offered tasting packs with an online event in which the activity is conducted live via apps like Zoom, for example. In other words, the customer buys a selection of beers with the intention of sharing them online at a specific time and date. This has been a very popular solution.

Online initiatives are surely more than just a passing anecdote; they’re here to stay. Companies in the sector may well take note in order to reach further with future events. It’s a way to connect with customers who can’t attend in person but still want to take part and enjoy the experience. Can you imagine tasting the beers from a foreign festival at home? Or watching live talks and presentations from industry experts? Even taking part in these activities from your couch! It could be possible.

As Dougall’s motto says, “think global, drink local.” The beer community is increasingly global in its interests, and we’ve seen that clearly during the pandemic. The community has engaged with brands that provide value and has not lost interest in enjoying its calendar of events. 2020 will be a year that sets a precedent for how companies interact with users regardless of distance.