FRESH HOP BEER FESTIVAL, LAUNCESTON
As part of my work with Saint John Craft Beer, it was identified that Tasmania needed a craftier beer festival that really paid homage to the local brewing industry and the quality ingredients and science behind great beer. Most notably was the hop, at the apex of contemporary brews, and seeing a resurgence in the Australian hop industry - where Tasmania is perfectly positioned with the largest of Aussie hop farms. In 2016 I was at the helm of the Fresh Hop Beer Festival, the first beer festival in the country to be solely centred around first harvest ales. As the event manager of the festival, I worked on directing the concept, liaising with brewers to be a part of the program and presenting a single-batch brew, working closely with designers to develop a brand, and marketing a new festival across multiple platforms specifically targeted to fans of craft beer within Tasmania and interstate. My role not only included marketing and programming, but admin and operations, sponsorship and directing the production of the event, not to mention hosting the brewer Q&A's during the festival. The event was industry and education focused, while still being fun and insightful for consumers, and was successful in attracting tourism to Launceston in Autumn. The festival has been an integral part of Saint John Craft Beer being recognised consistently as Tasmania’s best craft beer venue (via drinker surveys).