B.C. Beer Blog

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Posts Tagged ‘The Peak

VCBW Myths and Lost Opportunities

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Maria Dobrinskaya, Rick Green, Mayor Gregor Robertson toast VCBW.

Maria Dobrinskaya and Mayor Gregor Robertson toast with me the launch of VCBW with some Central City Roach at the Alibi Room Hoppapalooza. (Brian K. Smith photo)

Now that a couple of weeks have passed by since the inaugural Vancouver Craft Beer Week has finished, there’s been time to get feedback in various shapes and forms. Given that we sold out most of our events, that the mayor officially proclaimed Vancouver Craft Beer Week and came to celebrate the festival kickoff with us, and that the mainstream media gave VCBW some good coverage, one could deem it a success for craft beer. Nevertheless, VCBW did not work for some. I want to address a few of the issues that have come to my attention, especially some myths and misconceptions that result in lost opportunities.

First off, I want to point out this was the first such festival for Vancouver; in fact, for Canada. You never get everything right on the first go, but you hope to be in the ballpark (see above). In getting third parties on board, it also didn’t help that we had the Olympics, the Playhouse International Wine Festival, Dine Out Vancouver, and the playoffs as a significant combined distraction. Under the circumstances, one may have to forego the ideal and opt for what is expedient. Next time around, we hope parties will get involved early enough so that we can achieve the ideal for the 2011 VCBW.

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Leveraging Vancouver Craft Beer Week Marketing

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Mayor's Vancouver Craft Beer Week ProclamationAt the risk of sounding immodest, Vancouver Craft Beer Week is a big deal. I just did a search for “Vancouver Craft Beer Week” on Google and it came back with 20,600 results. Between Vimeo and YouTube, the VCBW ‘I am a Canadian Craft Brewer’ promotional video has been viewed almost 2,000 times since April 21. There are over 825 followers on twitter and almost 1,400 Facebook fans. Then there are the mentions in the media… (Look for extra coverage on The Peak 100.5 FM and in the WestEnder, especially the upcoming edition on May 6.) All this has really only come together in the past month!

I would say that this rapid build-up of support is due to the fact that Vancouver Craft Beer Week is a simply an expression of the growing craft beer culture in British Columbia, as demonstrated by increasing craft beer sales. And for the first time, it brings brewers, the hospitality industry, and the public together in the largest, public demonstration of what we have in our own backyard.

The heightened publicity does not just benefit businesses directly involved in VCBW. There is a multiplier effect that extends to others, as well. For example, I know that people are coming to Vancouver from Austin, Phoenix, and Los Angeles specifically to attend this event. Given that it overlaps with Seattle Beer Week, brews travellers will be motivated to “kill two birds with one stone” and come here to spend their money. The Mayor’s Office recognized this value, which is why they have officially proclaimed May 10-16 as Vancouver Craft Beer Week. Seattle’s mayor has done the same.

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