POST-EVENT REPORT 2019

“Working with GABF is a great way to get brand recognition and work directly with

guests. Being able to get our brand in front of such a large audience is worth every penny.

Patrons are interested and engaged. Being able to bring a fun activation and a unique

experience to guests in an unexpected place is priceless. The Brewers Association is great to

work with and the event itself is run seamlessly.“

Angela Maly, Field Sales Senior Manager

Alterra Mountain Company (Ikon Pass)

ATTENDANCE

(DURING FOUR TASTING SESSIONS)

VOLUNTEERS

FESTIVAL BEER COMPETITION BEER

2017 2019

60,000

2018

62,000 60,000

800+ breweries

2017

3,900+BEERS

800+ breweries

2018

4,000+BEERS

800+ breweries

2019

4,000+BEERS

2017

4,30866,854 hours

2018

4,08668,596 hours

2019

4,28063,623 hours

Judging Sessions: 6

Medals awarded: 318 medals plus 3 Pro-Am + Collaboration

Judges: 322 judges from 18 countries

Beer-style categories evaluated:107 plus GABF Pro-Am + Collaboration

Average # of beers entered in each category: 88 beers

Category with highest number of entries:Juicy or Hazy IPA, 348 entries

COMPETITION FACTS

2017

2,217 breweries

7,923BEERS

2018

2,404 breweries

8,496BEERS

2019

2,295 breweries

9,497BEERS

October 3–5, 2019 • Colorado Convention CenterAwards Ceremony • October 5

Facts + Figures

Age:21-24 . . . . . . . . . . . . . . . . . . . . . 2%25-34 . . . . . . . . . . . . . . . . . . . . 32%35-44 . . . . . . . . . . . . . . . . . . . . 32%45-54 . . . . . . . . . . . . . . . . . . . . 19%55-64 . . . . . . . . . . . . . . . . . . . . 10%65+ . . . . . . . . . . . . . . . . . . . . . . 5%

Gender:Male . . . . . . . . . . . . . . . . . . . . . 68%Female . . . . . . . . . . . . . . . . . . . 30% Prefer Not to Say . . . . . . . . . . . . 2%

Marital status:Single . . . . . . . . . . . . . . . . . . . . 37%Married . . . . . . . . . . . . . . . . . . 57%Other . . . . . . . . . . . . . . . . . . . . . 6%

Combined household income:$250K+ . . . . . . . . . . . . . . . . . . . 6%$150-249K . . . . . . . . . . . . . . . . 15%$100-149K . . . . . . . . . . . . . . . . 23%$50-99K . . . . . . . . . . . . . . . . . . 34%Under $49K . . . . . . . . . . . . . . . 22% How Often Do You Visit

Your Local Brewery/Pub?

How Many Times HaveYou Attended GABF?

How Often Do YouPurchase Craft Beer?

Not at all / 4%

1-4 Times per Month64%

5+ Times per Month32%

21+ Times / 2%16-20 Times / 2%

12% / 6-10 Times

3% / 11-15 Times

Not at all / 2%

1-4 Times per Month62%

5+ Times per Month36%

3-5 Times 23%

1-2 Times 21%

First Time 37%

What was your mode of transit to and from the event? (select all that apply)Ride Share (Uber, Lyft) . . . . . . . 47%Walk . . . . . . . . . . . . . . . . . . . . . 32% Light Rail . . . . . . . . . . . . . . . . . 23% Drive . . . . . . . . . . . . . . . . . . . . 12% Carpool/Dropoff . . . . . . . . . . . . . 8%Bus . . . . . . . . . . . . . . . . . . . . . . 6%Taxi . . . . . . . . . . . . . . . . . . . . . . 1%Bike . . . . . . . . . . . . . . . . . . . . . . 2% Educational level:Less than H .S . Diploma . . . . . . . 4%High School Diploma . . . . . . . . 12%Some College . . . . . . . . . . . . . 30% Bachelor Degree . . . . . . . . . . . 36%Graduate Degree . . . . . . . . . . . 18%

Lifestyle Interests:Pubs/Breweries . . . . . . . . . . . . 97%Travel . . . . . . . . . . . . . . . . . . . . 93%Camping/Hiking . . . . . . . . . . . . 72%Live Music/Concerts . . . . . . . . 74%Cooking . . . . . . . . . . . . . . . . . . 64%Sporting Events . . . . . . . . . . . . 66%Homebrewing . . . . . . . . . . . . . 43%Skiing/Snowboarding . . . . . . . 40%

Attendee Demographic Information

Billboards & TransitOutdoor billboards plus light rail and bus wraps, and posters placed in the Denver, Boulder and Fort Collins metro areas for 4-10 weeks, location dependent .

Emails Multiple emails sent to more than 200,000 American Homebrewers Association members, non-members, Brewers Association members and past festival attendees .

News ReleasesNews releases distributed pre- and post- event to national and local media .

Posters5,000+ distributed to breweries, bars, liquor stores, homebrew shops and clubs .

Print AdvertisingPrint ads in Beer Advocate, Boulder Weekly, Westword, The Rooster, The New Brewer, Zymurgy and the Craft Brewer’s Conference and Homebrew Con programs .

Radio & TelevisionPaid advertising on iHeart Media radio stations 97 .3 KBCO, 103 .5 The Fox,106 .7 KWBL The Bull, and 850 KOA, as well as paid partner promotions on CBSDenver .com

Ticket GiveawaysRadio partners 97 .3-FM KBCO, 103 .5-FM The Fox,106 .7-FM KWBL The Bull, and 850-AM KOA gave away tickets online and on-air as did other sponsors and exhibitors .

WebsiteThere were more than 554,000 visits and 1 .2 million page views on the GABF website between July and September .

Online & Social MediaOngoing, year-round conversations with the 120,000+ #GABF social community on Instagram, Facebook and Twitter .

Event MarketingSponsorship Benefits

“Being involved in The Great Ameri-can Beer Festival is a huge oppor-

tunity for our brand. It is truly a rare experience to see so many people with a shared passion for one thing

under the same roof. And the attend-ees go so far beyond just wanting

to drink craft beer at the festival. They really want to learn, connect,

share ideas and celebrate what is an amazing industry–and for us to be a part of that and associate our brand

with it is an honor. With so many amazing craft brewery partners from

different neighborhoods across the U.S., we loved the opportunity to

bring them all together and celebrate our Jameson Caskmates brewery partner program under one roof.”

Gary Feeney,Associate Brand Manager

Pernod Ricard USA & Jameson Caskmates

Festival MarketingPO

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Thanks to our sponsors for their generous support!

FEATURED CRAFT BREWERY SPONSORS

OFFICIAL SPONSORS

ASSOCIATE SPONSORS

PATRON SUPPORTERS

OFFICIAL RADIO PARTNERS

SUPPORTERS

PREMIER SUPPORTERS

Name:

Client:

Job Nº:

Format:

Date created:

Modified date:

04/03/19

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Version:

Artwork scale:

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Print Process:

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JamesonCaskmate_LogoLockup.ai -

Pernod Ricard

CUTTER BLEED DESIGN SAFEAREA

IMPORTANT NOTES: Please check this artwork proof thoroughly, including all copy, colours, cutter guides and legal/mandatory information, prior to approval. Once the artwork has been approved by you and released by Pearlfisher, we can no longer take responsibility for any errors or omissions, as outlined in our terms and conditions. If you have any questions relating to this or if you require any guidance on checking artwork proofs, then please let us know and we will happily advise. Barcode shown is for positionalonly and should be set by printer according to client's specifications. FILE NOTES: Colour laser copy is for layout purposes only - a colour calibrated print-match sample will be supplied alongside this artwork if appropriate. Please ensure that all fine text holds and notify us immediately if you have any concerns regarding this file.

ARTWORKInks: Finishes:

Fonts Used:Notes:

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Artwork scale:

Substrate:

Print Process:

Cutter Guide:

JamesonCaskmate_LogoLockup.ai -

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CUTTER BLEED DESIGN SAFEAREA

IMPORTANT NOTES: Please check this artwork proof thoroughly, including all copy, colours, cutter guides and legal/mandatory information, prior to approval. Once the artwork has been approved by you and released by Pearlfisher, we can no longer take responsibility for any errors or omissions, as outlined in our terms and conditions. If you have any questions relating to this or if you require any guidance on checking artwork proofs, then please let us know and we will happily advise. Barcode shown is for positionalonly and should be set by printer according to client's specifications. FILE NOTES: Colour laser copy is for layout purposes only - a colour calibrated print-match sample will be supplied alongside this artwork if appropriate. Please ensure that all fine text holds and notify us immediately if you have any concerns regarding this file.

ARTWORKInks: Finishes:

Fonts Used:Notes:

BLACK

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ENTRANCE

FESTIVAL MAPOVERVIEW

DETAILED MAPS ON P. 6–9

Get the NEW app at MyGABF.com!

FESTIVAL

MA

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REGIONSGreat Lakes

IL IN OH

MIWI

MN

Mid AtlanticNY

PANJ

VA MDDE

MidwestND

SDNE

KS

OKMO

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MountainMT

WY

COUTNV

ID

New EnglandME

MARI

CT

Pacific

HICA

Pacific Northwest

OR

WA

AK

Southeast

GA

NCKY

TN

AL

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Southwest

TXNMAZ

WATER STATIONS can be found at most columns

RECYCLE! Look for the recycling bins throughout the hall

FOOD

FESTIVAL FUN

INFO/MERCH

RESTROOMS

SEATING

“Attending GABF and having a presence there is very important to our company in many ways. It allows us to keep our finger on the pulse of the industry. The heart of the brewing

community is there and in an ever-changing landscape it is vital to remain connected to the network. Additionally, there is no better place to get a chance to have your beers tested

by not only 60,000 beer lovers during the festival, but also by the best beer judges in the world during the GABF competition. It is a “must” for our brewing company every year.”

Jaime Dietenhofer, Founder/CEOFigueroa Mountain Brewing Co.

Great American Beer Festival Hot Spots

70 Exhibitors (non-breweries)Exhibitors displayed products such as beer cookbooks, brewing supplies, glassware, hop candles, kegerators, apps, portable hammocks, skis, hats, T-shirts, sunglasses and magazines .

Festival Flair AwardsAll breweries were invited to decorate their booths. 2018 Brewery Table Winner: Spice Trade Brewing2019 Brewery Table Winner: Parts & Labor Brewing Company

Silent DiscoSponsored by Oskar BluesAttendees sported wireless headsets and boogied to the tunes of a DJ . It was fun for participants and even more fun for spectators!

Eco-Friendly InitiativesGreat American Beer Festival is committed to creating a zero waste event . Compost, recycling and waste stations are placed throughout the venue. Energy usage is offset through the Colorado Carbon Fund and attendees can learn more in an educational area which featured sustainability in breweries .

Fresh HopsThe Washington Beer Commission brought the freshest beers from the 2019 hop harvest . Each session featured five fresh hop beers from 10 breweries that were not found elsewhere at the festival .

Ikon Pass Stage Presented by WinterWonderGrass®

Nothing goes better with beer than music! Located in The Backyard, WinterWonderGrass presented three sets of incredible live music per session . The 2020 WInterWonderGrass lineup was announced onsite and attendees had the opportunity to pick up their 2019-2020 IKON passes and WinterWonderGrass tickets all in one spot .

Paired Sponsored by MicroStar LogisticsAttendees joined noted chefs and small & independent brewers in an intimate setting located just off the main hall. Showcasing how well craft beer pairs with local food, attendees sampled beers paired with foods prepared by chefs from across the country . Beers here were available only in the pavilion and not in the festival hall .

Jameson Caskmates Barrel Aged Beer GardenJameson brought its small and independent brewery partners from across the USA together to give craft beer lovers a chance to sample all of their barrel aged beers in one location . The interactive space allowed attendees to sample barrel aged beer and learn more about the aging process and the neighborhood collaborations that produced those amazing beers .

GABF Pro-Am BoothSponsored by Briess Malt & Ingredients Co., The Country Malt Group and White LabsThis booth featured 118 entries from teams of a homebrewer and commercial brewers who scaled up a homebrew recipe for this competition . Winners of the competition were awarded gold, silver and bronze medals .

Heavy Medal BoothAttendees were able to sample medal-winning beers from previous Great American beer Festival and World Beer Cup competitions all in one spot . These beers represent some of the finest examples of beer styles in the world!

Camp CraftBeer.comThe CraftBeer.com Campground offered a fun and interactive way to immerse yourself in the world of small and independent craft brewers . Attendees were able to meet some of today’s hottest brewers and industry professionals, taste beers with professional beer judges, and go on a fun scavenger hunt to earn a CraftBeer .com merit badge .

The National Hot Dog & Sausage Council BackyardThe backyard continued to be a crowd favorite with a variety of yard games, music and exciting photo ops! The backyard was the DON’T miss festival within the festival .

Festival Highlights

National Coverage102 .5 The Bear - iHeartRadio10News1st Discount Brokerage 303 Magazine3NewsNow5280 Magazine97 .39News9News .comABC15 ArizonaABQJournal OnlineAleris Alice 105 .9All About Apres SkiAmerican Homebrewers AssociationAP (Hosted)ApalachTimes .comArizona Foothills MagazineArkansas TimesARLnow .comAscensus Austin American-StatesmanAVING USA AXS .comAz Big MediaAzcentral .com Bakersfield.comBarchart .comBeer Search PartyBendBulletin .comBenzingaBeverage Media GroupBig Spring Herald BizTimesBizWestBoise WeeklyBorger News HeraldBoston Herald BOSW - Market Boulder DailyCamera .comBoulderWeekly .comBPAS Brewbound .comBrewPublicBusiness Class NewsBusiness NorthCalifornia Latino NewsCALIFORNIA’S HIGH SIERRACamediaCBS DenverCBS PittsburghCentre Daily Times

Channel 3000 .comCharleston City PaperCheapism .com BlogChicago TribuneChicagoNowChronicle Journal Cincinnati EnquirerCity News CityBeat BlogsCleveland SceneCleveland .comColorado Latino NewsColorado Patch .comColorado Public RadioColorado Springs GazetteColoradoPols .comColoradoSprings .comColorado Sun Columbia MissourianCompany WeekConcordmonitorCondé Nast TravelerCooking ChannelCookistry’s Kitchen Gadget & Food ReviewsCori’s Cozy Corner Craft Beer and BrewingCraft Brewing BusinessCraftBeer .comCrain Business Insurance Crain’s Cleveland BusinessCrestview News BulletinCrookston TimesCrow River MediaCruise Critic USCruise Industry NewsDaily Herald Daily Penny Alerts DailyHeraldsDavis EnterpriseDecorah NewsDental Economics Denver 7 Denver Business Journal Denver EaterDenverite .comDetroit Free PressDiningOutDNRonlineDoor County PulseDow Theory Letters Down EastDrinkedIn BlogDuluth News TribuneEast Bay Times

Eater AustinEater PortlandEDGE Denver EIN PresswireElectric Light & Power Eu JsonlineEVENTAFat Pitch Financials Feast MagazineFFF Challenge ForbesFort Worth WeeklyFortuneFox 21 DelmarvaFOX 31 KDVRFOX 40 WICZ TVFranklin Credit Business Services Fredericksburg .comFrugalnovice Gear PatrolGeneseo RepublicGistGearGlobeNewswireGood Beer HuntingGranite Falls Advocate TribuneGreat American Financial Resources Green Vacation DealsHerald OnlineHop CultureHoustonia MagazineIdaho StatesmanIDC ChaseIndyStarInside INdiana BusinessIntelligent Value International Business Times Investor Place InvestorPoint .comInvestors HangoutJOT / UPJournalStar .comKABB-TVKADN-TVKBAK-TVKBFX-TVKCCI-TVKCFR-FMKCNC-TVKDHL RadioKDKA-AMKDKA-TVKDVR-TVKern Valley SunKEX-AM

KEZI-TVKFBK-AMKFYI-AMKGAB 650AM RadioKgw .comKhou .comKIDY-TVKIVI-TVKJCT-TVKJTV-TVKKCO-TVKKTV-TVKLAF-TVKLBJ-AMKLFY-TVKMGH-TVKMGH-TVKMSP-TVKNXV-TVKOA-AMKOAA-TVKOAT-TVKOB .comKOLO-TVKOMO-AMkool1079KPAX-TVKPTM-TVKQTV-TVKRIV-TVKSAW-TVKSBW .comKSCC-TVKSDK .comKtar .comKTAR-FMKTFT-TVKTRH-AMKTVB-TVKTVD-TVKTVQ-TVKUNCKUSA-TVKUSI-TVKUTV KVUE-TVKVVU-TVKWGN-TVKXGN-TVLaredo Morning TimesLas Vegas WeeklyLaser Focus World Life in a HouseLive For Live Music

Media CoverageWe try to be comprehensive, but with such extensive nationwide coverage, this list represents only a sampling of GABF’s media coverage. More than 500 million total media impressions!

LocalSYR .comLompoc RecordLong Beach Press-Telegram Luggage and LipstickLuxury Real EstateMagic 106 .5Malvern Daily Record Mammoth Times Market ScreenerMarketnewsdeskMarkets - AskMarkets Insider- Business InsiderMedia Industry Today - EIN NewsMedicine Hat News Men’s Journal Merrill EdgeMiami New TimesMillenniummagazineMilwaukee Journal SentinelMilwaukee MagazineMinnPostMinyanville Mix 94 .9 Radio - True VarietyMontrose Daily PressMorning News MSN .comMy Central Oregon My Love of Style Mybeerbuzz .commyMotherLode .com MyrtleBeachOnline .comNashvillePost .comNC Beer GuysNewburgh GazetteNews ChiefNews Live TVNews-JournalOnline .comNewsOK NewtonDailyNews .comNorthBay Biz MagazineNorthern Virginia MagazineNorthwest Florida Daily NewsNorthwest Travel MagazineNUVO News

Observer ReporterOenologistOne News PageOrange Coast MagazineOregonLiveOutside OnlinePacific Coast Business TimesPalm Beach PostPassion PassportPawtucket Times Pdx PipelinePennLive .comPennsylvania Latino NewsPenticton Herald Pittsburgh Post-GazettePorchDrinking .comPoteau Daily NewsPR NewswirePR .comPress-EnterprisePress-TelegramPRNewsWire ProfitQuotes.comPRWebPublic Radio InternationalQuirky ChrissyRaine MagazineRapidcityjournal .comReal Clear MarketsReal Home ChefRelease WireRenewable Energy World Reno Gazette-JournalRestaurant MagazineRestaurantNews .comRhode Island Hispano NewsRICentral - FinancialContentRichmond BizSenseRichmond MagazineRichmond Times-DispatchRidgecrest Daily IndependentRock 969Roseville TodayRum & Oak

San Antonio CurrentSan Antonio Express-NewsSan Bernardino County SunSan Diego CityBeatSan Diego Metro MagazineSan Diego ReaderSanta Maria TimesSanta Ynez Valley NewsSarasota Herald-TribuneSD Entertainer MagazineSeacoastonline .comSenegal-Actu .ComSevenFifty DailySFGateSGVTribune .comShepherd ExpressSheridan MediaSilicon InvestorSioux City JournalSip Northwest MagazineSM Daily PressSmoky Mountain NewsSNewsSocalfnbpro .comSogotrade - Barchart .comSonama County Go LocalSouth Carolina Latino NewsSouth Dakota Latino NewsSpectrum News BuffaloSpokeSprings MagazineSPYStamfordAdvocate .comStar Tribune Starkville Daily News StarTribune .comSteamboat Pilot & TodaySteelers LoungeStock MarketStocks News FeedStreetInsider Summit Daily NewsSynacor Tahoe Onstage

Tailgater MagazineTallahassee DemocratTamar SecuritiesTasting Room ConfidentialTelegram .comTelemundo LubbockTexas Latino NewsThe AdvocateThe Amery Free PressThe Antlers AmericantThe Arizona RepublicThe Beer ConnoisseurThe Beer RoverThe Bellingham HeraldThe Brewing NetworkThe Buffalo News The CantonRepThe Charlotte ObserverThe Colorado 100The Colorado SunThe ColoradoanThe Columbus DispatchThe Community PostThe CW LubbockThe Daily HomeThe Daily JournalThe Daily PressThe Daily RecordThe Daily Times Leader The Decatur Daily DemocratThe Denver ChannelThe Denver PostThe Des Moines RegisterThe Destin LogThe Durango HeraldThe Eau Claire Leader TelegramThe Evening Leader The GleanerThe GrowlerThe IndependentThe Inyo Register The Island PacketThe Journal Times OnlineThe Kane Republican

Media Coverage Continued

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The Know – The Denver PostThe Ladysmith NewsThe Lethbridge Herald The ManualThe Mercury NewsThe Middletown PressThe Mountaineer Publishing CompanyThe NavigatorThe New SchoolThe Newport Daily Express The News & ObserverThe News-ExaminerThe Observer News Enterprise The Pilot NewsThe Post and CourierThe Poteau Daily News The Poughkeepsie JournalThe Press DemocratThe Punxsutawney Spirit The RIDGWAY Record The Sacramento BeeThe Saline CourierThe Salt Lake TribuneThe San Diego Union-TribuneThe Santa Fe New MexicanThe Santa Fe ReporterThe Shelby ReportThe Statesman Examiner The Sweetwater Reporter The TakeoutThe TennesseanThe Times of NoblesvilleThe Traderszone NetworkThe TribuneThe UnionThe Valley City Times Record The Valley’s CWThe Wapakoneta Daily News The Wichita Eagle and Kansas .comThe Wilson TimesThe Wine SirenThe YumsThe ZebraTheFullPint .comTheGazette .comThesouthern .comTheState .comTheStreetTHIRST Colorado ThrillistTicker TechnologiesTimes Record Times UnionTravel AwaitsTravelPulseTribune (Premium)Tyler PaperUnified News GroupUnion-Bulletin .comUS 93 .3USA TodayUSAgNetUtah Beer BlogValue Investing NewsValuespectrum .com

VB ProfilesVermont Latino NewsVirginia Latino NewsVisitindianaVoxWAOW - News Line 9WAOW-TVWapakoneta Daily News Washington Beer BlogWashington DC News - Severna Park Chamber GuideWashington Latino NewsWaterloo-Cedar Falls CourierWatertown Daily Times OnlineWBND-TVWBOC Tv 16WBZ-AMWCAX .comWCAX-TVWCPOWCPO-TVWDEL-FMWDJT-TVWeekly ViewWESA-FMWest Virginia Latino NewsWestwordWEWS-TVWFMJ TV-21WFMY News 2WHBL-AMWHIOWhittier Daily NewsWIBC-FMWillamette WeekWine NewsWinslow Evans CrockerWiscNewsWisconsin GazetteWisconsin Latino NewsWISC-TVWISH-TVWKRC-TVWKYC-TVWLW-AMWOAI-AMWOIO-TVWoonsocket CallWorkboat IndexesWorld News Report - EINWPCW-TVWPTF-AMWRAL WRBI Radio .comWsoctv .comWspynews .comWSYR-TVWTAQ-AMWTMJ-AMWVEC-TVYahoo!Yahoo! FinanceYES! WeeklyYour ValleyYour Valley Voice

Media Coverage Continued

We look forward to working with you!

Save the DateSEPTEMBER 24–26, 2O20

Brewers Association | 1327 Spruce Street | Boulder, CO 80302 | 303.447.0816

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