How the Great American Beer Festival Was Reimagined

10/09/24 • 35 min

Brewers Association VP of marketing and communications Ann Obenchain joins this week’s Brewbound Podcast to discuss how the trade group reimagined the Great American Beer Festival (GABF). The refreshed GABF takes place Thursday through Saturday in Denver, and attendees should expect a more experiential feel this year, Obenchain explained. She acknowledged that past GABF events were nearly indistinguishable in look with the blue and yellow color scheme and lines of booths serving beer. For 2024, the geographic or alphabetical lineup of booths are gone, replaced with six experiential areas and a product lineup that goes beyond beer to include cider, hard seltzer, ready-to-drink canned cocktails and more, Obenchain said. The meet-the-brewer area returns, but this year’s GABF will lean into the season with a Halloween-themed area called “Fright” that will include scare actors, decorations and giant LED inflatables, and a section called “Prost” with Oktoberfest vibes, including a biergarten, stein-holding contests and German oom-pah bands. Other areas include “Score,” with live sports played on televisions and foosball; “Blast Off,” a space-themed area; and “Chill,” with live music. Adding to the experience will be Lucha Libre, the pro wrestling style originated in Mexico starring masked wrestlers. All of this is aimed at appealing to younger, experience-seeking attendees who have been the majority of GABF goers in recent years, Obenchain said. The goal is to keep them coming back and get them interested in craft beer. She added that over the last seven years, GABF attendees have skewed younger, with the majority of attendees in the key 21- to 34-year-old demographic. Obenchain also discusses the addition of beyond beer offerings to the GABF lineup; the Paired add-on, beer-and-food pairing event; and what’s new with the GABF Awards.

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Wrapping Up the 2024 NBWA Annual Convention

The 87th Annual NBWA Convention wrapped up earlier this week, and the Brewbound team recaps the themes of this year’s event. Jess, Zoe and Justin break down the buzzy topics, including a push to support the on-premise channel (especially draft beer), the growing presence of intoxicating hemp beverages and how those products should get to market, and some unexpected things creating headwinds for beer companies, including online gambling and health tracking apps.

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The Premium Edge: Exploring Glass Packaging Trends with O-I

In this Brewbound interview, host Ray Latif sits down with Alexis Guetzlaff, Director of Marketing for Beer and Non-Alcoholic Beverages at O-I, one of the largest global producers of glass packaging. With over 15 years of experience in the packaging industry, Alexis delves into how glass is becoming the go-to packaging solution for brands aiming to offer a premium, sophisticated consumer experience.

Alexis discusses the evolving consumer preferences that favor glass bottles, especially in the beer industry, highlighting how glass packaging creates a sense of class and enhances the drinking experience. She shares O-I’s latest research on consumer behavior, explaining how brands can use glass to differentiate themselves on crowded shelves and offer a variety of packaging options to meet different consumer "need states," from casual backyard barbecues to formal gatherings.

She also details O-I’s innovative supply chain solutions, including their program to ensure consistent availability of stock beer bottles nationwide, allowing breweries and beverage brands to act quickly when scaling production.

To learn more about O-I or connect with Alexis, visit O-I.com, or connect with Alexis on LinkedIn.