Beer more discerning Expert OpinionFeaturesWorld

Millennial 20/20 co-founder Simon Berger gives his tips on selecting a premium brew, and avoiding mass-drunkeness by, for example, selecting a 10 per cent ABV imperial IPA to accompany your hors d’oeuvres.

1. Consider your audience’s taste

Is the audience comprised of hop-heavy beer geeks, lager-sipping beer consumers, wine drinkers or a mixed group? Knowing your audience is the first step to picking the right beer.

2. Pay attention to the alcohol percentage (ABV)

Some occasions call for the strong stuff (which I’ll define as more than 7 per cent) but most events should feature what are known as ‘session beers’. These beers, usually in the five per cent range, are flavour-filled but lack the massive punch that stronger styles feature. This ensures your audience can have a good time without having ‘too much’ of a good time.

3. Are you serving food?

Think about what will pair nicely with your menu. My personal rule of thumb: richer, maltier beers, such as stouts and porters, pair nicely with richer dishes, like roasts or steaks, while lighter, crisper styles, like pale ales and pilsners, pair better with grilled chicken or fish.

4. Packaging matters

Canned craft beer continues to see increased popularity, but present one major complication for events: cans require you to have adequate glassware. Bottles function as the serving vessel as well. However, some beers are only available in cans. Many functions feature glassware already (after all, no one – to our best knowledge – is drinking wine out of the bottle) so your situation may allow for cans with minimal hassle. Cans are more environmentally friendly than bottles because they weigh 50 per cent less. Something to keep in mind.

5. Time of year

Beer styles have a strong linkage to seasons. Winter brings us darker, maltier beers, sometimes augmented with Christmas spices. Summer calls for lighter, refreshing styles – think lagers and pilsners. Spring has Märzens and Maibocks, and autumn brings Oktoberfests and the now ubiquitous pumpkin ales.

6. Customised labels and professional assistance

There’s no package better than one which matches your brand. Unlimited Brewing Company (unlimitedbrewing.com) works with clients to develop their own customised and personalised craft beer. The company takes all the details of your event and selects the appropriate style for your audience, taste, time of year and more. Unlimited Brewing Company can help ‘wow’ your audience with an impeccably designed and brewed personalised craft beer.

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Exhibition World Guest Author

Exhibition World hosts great guests on its pages. Our Expert Opinion section is a unique collection of the best ideas from the best professionals in the international events industry.


Exhibition World hosts great guests on its pages. Our Expert Opinion section is a unique collection of the best ideas from the best professionals in the international events industry.

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