Marketing

White Hag’s 1st international beer festival

In celebration of its having won the inaugural Oliver Hughes award for ‘Best Brewery in Ireland’ from Beoir, the national craft beer organisation, White Hag Irish Brewing Company of Ballymote, County Sligo, will host an International Brewery Festival on July 29th.

The brewery expects a 1,000 capacity crowd to attend the event, with 85% of guests expected to come from outside Sligo.

The event, which coincides with the brewery’s third birthday, aims to become annual.

‘Beers not poured in Ireland’ serves as the theme for this year’s event which will see over 60 beers from around the world available for the first time to Irish craft beer fans. As the brewery has expanded to distribution in 10 countries, it has met with many other breweries across the world and as part of the event, it will bring 20 breweries from 10 countries to Ireland to pour their beers for the first time.

“Over the last two years, myself and our team have travelled to over 12 countries promoting and showcasing our beers,” said White Hag’s Managing Director Paul Mullin, “We’ve met some great people along the way and developed long-lasting relationships with brewers in these markets. These relationships usually end up as collaborations for new beers.

“The concept for this festival is simple – give craft beer fans the chance to taste the best new brews from around Europe”

White Hag’s  Brewmaster Joe Kearns added, “The festival will be a fantastic opportunity for beer fans from Ireland and abroad to experience some of the most innovative breweries from around Europe in one unique location.

“We’ll also be hosting the first tasting of our crowd-funded barrel programme, with funders getting to visit their barrel on the morning of the festival for the first time. Along with the chance to taste some extremely unique beers, there will also be music, beer talks, games and the rare opportunity to experience all this inside an actual working brewery instead of some sweaty old rental hall!”

Some of the best food outlets from the Sligo Food Trail and the local Strandhill People’s Market are going to be feeding the attendees.

The first four breweries to be announced are:

  • Stone Brewing (Berlin)
  • BRLO Brewhouse (Berlin)
  • 40ft Brewery (London)
  • Oersoep (Netherlands)

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