Beer festivals have long been a haven for enthusiasts eager to sample a wide range of brews in a single setting, often gaining access to rare or locally unavailable selections. Traditionally, the largest festivals—offering the most beer, biggest crowds, and liveliest entertainment—drew the largest audiences. But a shift in consumer preferences is changing that dynamic.
The Great American Beer Festival (GABF), America’s largest ticketed beer event, underwent its first significant format overhaul since its founding in 1982. Hosted annually in Denver by the Brewers Association, the 2024 edition featured only three sessions instead of the traditional four, a move aimed at reinvigorating attendance amid slower ticket sales. Once known for selling out in minutes, the GABF now faces declining demand, prompting organizers to scale back and add new themed areas with expanded entertainment.
While it remains uncertain whether these changes will revitalize the GABF, other major festivals are also under pressure. The Great Canadian Beer Festival has been canceled for 2025, and the Great British Beer Festival, which had run in London for 34 years, will relocate to Birmingham in 2025 following a cancellation in 2024. Declining attendance has been cited as a contributing factor in both cases.
Despite these challenges, smaller and more focused festivals appear to be thriving. Events like the Firestone Walker Invitational Beer Festival and Good Word Brewing’s trio of festivals in Duluth, Georgia, are consistently selling out, driven by curated experiences and a deeper connection between brewers and consumers.
At the heart of this movement is Matt Brynildson, brewmaster at Firestone Walker Brewing Company. Describing his vision via video call, Brynildson explained the concept behind his now-renowned invitational event in Paso Robles, California: “Call up the best brewmasters in the world, fly in the freshest beer, have the brewers in attendance, and pair it all with great food and live music.”
Since its debut in 2012, the Firestone Walker Invitational has sold out its 3,500 tickets within minutes each year. The event’s success is attributed to high standards and close industry relationships. “Curation is the key,” Brynildson noted, adding that Paso Robles’ discerning, wine-savvy crowd demands quality.
On the East Coast, Good Word Brewing has carved out a niche with three themed festivals that prioritize intimacy and quality over scale. Held in the small city of Duluth, Georgia, where open-container laws allow for public alcohol consumption, the events cater to families and serious beer aficionados alike.
Owner and head brewer Todd DiMatteo said he founded the festivals to offer a refreshing alternative to the cookie-cutter format of larger events. “I created an event for brewers,” he explained in a phone interview. “Bigger festivals all feel the same—lots of breweries, average food, and a band in the corner.”
Each Good Word festival has a distinctive theme and a hand-picked lineup of breweries. Little Beer, held in April, focuses on low-ABV beers. Le Bon, in September, pairs saisons with oysters. And Mighty Fine Fest, debuting in June 2025, will highlight West Coast IPAs. DiMatteo believes the focused format attracts consumers who appreciate nuance and quality in beer.
As the craft beer market matures, so do its consumers. With nearly 10,000 breweries across the U.S., beer lovers are now more selective. The intimate, curated experiences offered by smaller festivals seem to better meet their evolving expectations.
Seven Small Beer Festivals Worth Attending:
1. Firestone Walker Invitational Beer Festival
Held in late May or early June in Paso Robles, California, this invitational-only event features around 70 top breweries from around the world. Each brewery must have a brewer on site, and awards for both beer and food encourage participants to bring their best offerings.
2. Little Beer (Good Word Brewing, Duluth, GA)
A celebration of beers under 5% ABV, Little Beer hosts 80–90 brewers each April. Limited to 500 tickets, the event takes place in Duluth’s town square and is family-friendly.
3. Le Bon (Good Word Brewing, Duluth, GA)
This September event focuses on saisons and oysters. A select group of 18 breweries showcases their best saisons alongside offerings from expert oyster shuckers.
4. Mighty Fine Fest (Good Word Brewing, Duluth, GA)
Launching in June 2025, this new festival will spotlight West Coast IPAs from approximately 50 breweries, cementing Duluth’s growing reputation as a beer destination.
5. Denver Rare Beer Tasting
Independent from GABF but held the same October weekend, this exclusive event sells just 450 tickets at $200 each. It features rare beers and supports Pints for Prostates, a nonprofit focused on prostate cancer awareness.
6. FOBAB – Festival of Wood and Barrel-Aged Beer
Held in Chicago each November, FOBAB showcases a diverse range of barrel-aged beers, from imperial stouts to funky sours. The festival includes awards across multiple categories and recent additions like a lager lounge and non-alcoholic beer section.
7. Alaska Craft Brew & Barley Wine Festival
Taking place each January in Anchorage, this festival brings warmth to the Alaskan winter through rich barley wines, hearty local food, and live music.
As the beer festival landscape evolves, it is becoming clear that size is no longer the main draw. Instead, thoughtful curation, atmosphere, and genuine brewer-consumer interactions are what keep tickets selling—and pints flowing.
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