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Craft Beer A Winner In Adelaide

On March 16 and 17, The Highway will be pulling out the pints for the Craft Beer Festival, the first of its kind in Adelaide and a chance for locals to find out (and of course, taste) more about craft beer.

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On March 16 and 17, The Highway will be pulling out the pints for the Craft Beer Festival, the first of its kind in Adelaide and a chance for locals to find out (and of course, taste) more about craft beer.

With 40 craft beers and ciders from 20 world-renowned breweries to choose from, beer lovers can will also be able to enjoy live music, food from Barossa Fine Foods and Relish’d, and chilled out blues and roots music from Adelaide musicians.

But what’s in a name? What does craft beer actually mean?

“The definition of craft beer has definitely been up in the air for a while,” says Highway marketing manager Tom Williamson.

“We had to come up with a definition for these breweries so people at the festival knew what a microbrewery and craft beer actually was.”

Thus, craft beer comes from an Australian brewer that brews less than 25 million litres of beer a year. Think boutique beers like James Squire, Hills Cider Co. and McLaren Vale Beer.

Tom says that South Australians are swiftly embracing craft beer over bigger brands, and are appreciating the many subtleties that boutique beers offer.

“The growing trend of craft beer is definitely evident,” says Tom.

“2 years ago we only had 15 types of craft beer at The Highway, now we have over 150. Sales for craft beer have increased by 143%, and that’s not through advertising, but through customer demand,” Tom says.

“Beer drinkers are after an experience – they’re not going to bars and pubs and drinking one kind of beer. It’s become very similar to wine tasting. Beer drinkers are going to beer tastings, speaking with the brewers and really appreciating the different complexities of beer.”

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The Highway has also had a hefty presence online promoting the event across social media and television spots on Ten and 11 (watch the ad here). As well as a ’30 Questions in 30 Days’ ticket giveaway on Twitter, The Highway are giving Facebook fans the chance to get a free ticket with the purchase of Beer Festival 6 pack.

The Highway hosts the inaugural Craft Beer Festival on March 16 and 17. For more details, visit www.thehighway.com.au and check out the Facebook event here.

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