Adventures in beer
Michael Donaldson has some ideas for getting punters
through the door this winter...
Beervana, Wellington’s annual celebration of beer, food, music and fancy dress, returns to Hnry Stadium aka 'The Cake Tin' on August 21 and 22.
Last year, Beervana and the associated Wellington On A Plate festival (including the Burger Wellington competition), injected $10 million into the capital's economy.
The economic impact of the event came from ticket sales, visitor nights, burger purchases, and out-of-town visitor spending throughout both festivals, according to data from WellingtonNZ, WOAP and industry reporting.
Out-of-town visitor spending also jumped 44% in September at venues that had been Burger Wellington finalists, showing that the competition itself can have a ripple effect.
Wellington mayor Andrew Little said the results reinforced the crucial role events played in the city's economic and cultural vitality.
It's a stark reminder that great events can get people to open their wallets, but they do have to be great – or at least interesting – events.
“Despite the downturn there’s still an appetite for beer travel, and beer adventures.”
During the halcyon days of the craft beer boom, it was definitely a case of "build it and they will come". A new taproom or brew bar was enough to get people off the couch and onto a bar stool. If you work in hospo, you don't need me to tell you that's been increasingly difficult in the past five years.
Despite the downturn, there's still an appetite for beer travel, and beer adventures. The rebooted Winter Ales festival held in Wellington in late June has been an instant sell-out two years running. Craftwork's boutique Bruxelles Oamaru, a celebration of all things Belgian, also sold out quickly after an auspicious debut in 2025.
I thought this year's Great Kiwi Beer Festival in Christchurch rocked. I've been to the past three and this year's was one of the biggest. At each of these past three events, I've hosted Q&A sessions with brewers and industry figures and I'm always astonished at people's thirst for knowledge about beer coupled with some light entertainment.
The question is: how does this festival energy transfer to taprooms and brew pubs?
Great food, live music that works in the space, welcoming décor and knowledgeable staff are a given. Quiz nights can still draw a crowd but beyond that...?
One of my favourite beer memories is playing endless games of backgammon with a mate while sipping a framboise in the Belgian city of Leuven. And board games can still work in a pub setting, whether it's Scrabble, a local Monopoly, or Cluedo, it's a great way to give people social connection.
A quiet Tuesday? Clear the tables and offer a yoga class at $10 a person with a complimentary pint afterwards.
I saw a brewery in America that had a Dog Adoption Day, partnering with a local dog rescue to bring in pups that needed a new home. Partnering with a local business or charity for a fund-raising or awareness event is a great way to find new customers.
And FOMO still works. If you've got a popular beer, make it very limited or hard to get – no one likes missing out, ever.
One of the more interesting events I saw at the annual Auckland Beer Week was a speed dating night, where people met over a shared beer, which acted as the conversation kick-starter.
Urbanaut in Auckland hosts a regular vintage market while Garage Project, as you can imagine, are masters of creating events around food, beer and art.
Fresh hop events, dessert beer nights in winter, mug clubs, poker nights… the list goes on.
In an era where good beer is everywhere, you have to fight harder than ever to get people's attention – but once you've got them in the door, half the battle is won.
Michael Donaldson is a Beer Writer of the Year, journalist and author
