Eat,

drink and be merry Licensees who stage successful beer festivals are on a winner. But, warns Adrian Tierney-Jones, it's a dedicated affair, so don't expect a quick buck During the first weekend of April, Newton Abbot in Devon was packed with beer-drinkers. With over a dozen pubs, an old-fashioned cider house, a bottled beer shop attached to the local maltings and a micro brewery, the town was not short of beery pleasures. However, what really attracted the thousands of ale lovers was the annual Tuckers Maltings beer festival. The event, which is run by SIBA (Society of Independent Brewers) Southwest, has become a mecca for festival punters as 200 beers are on tap over three days. It's not just an occasion for regional micros to strut their stuff, though, it's also a chance for local businesses to boost their profits. And from what I experienced at this year's event, this was no exception. "I'm sure the festival has benefits for Newton Abbot," agrees Tim Webster, of Barnstaple's Barum Brewery, who is chair for the festival committee. "All you have to do is phone publicans, hotel managers and guesthouse owners ­ they are all booked well in advance. It also helps pub-owners, B&Bs, fast food joints and restaurants." He was right. I visited the Old Cider Barn and was told about increased trade during the festival. "Some of them never make it there," laughs the barmaid, "as the ciders we sell here are so strong. Some haven't made it there for three years on the trot." Beer festivals are inescapably good for business. This is something that has been recognised by both Camra (Campaign for Real Ale) and SIBA, and nowadays by pubs, as more and more of them organise their own. If you look at the back pages of Camra's newspaper What's Brewing during the spring, there are dozens of pubs, large and small, advertising their own beer festivals. The most popular time of the year for beer festivals are the bank holiday weekends in the spring and summer. Outdoor tables and chairs have been dusted down in anticipation of clement weather, while beer lovers start to consult their beer guides and think of country pubs. Over in rural Buckinghamshire, the White Horse at Hedgerley is in its 12th year of beer festivals. These happen over the Whitsun bank holiday (29 to 31 May this year). It started off reasonably small, but these days you can expect 120 real ales, plus Belgium beers and ciders, all being served either in the smallish pub or in the marquee outside. It also does a smaller festival at Easter. Keeley Ryan, of the White Horse, says: "We are a real-ale pub and normally have seven beers straight from the barrel. "The pub is pretty small but we have a big garden which is where we erect a marquee. Some beers are also racked up in the pub. It's a lot of hard work. It takes a few months to organise, but attracts thousands of people." Duncan Webb is the landlord of the Brewers Arms in South Petherton, Somerset, a picturesque village just off the A303. For the last 10 years, the pub has been running an annual Whitsun beer festival which has become a popular local fixture. "When we started there were very few around," he says, "and we wanted to do one because we liked beer and wanted to repeat the atmosphere of the beer festivals we had been to. "In terms of the weekend, it's good takings, but these are offset by the cost to set things up. You don't make a helluva lot more, but, in terms of spin-off and goodwill, it puts your name out there." Landlords out to make a quick buck should then dispel the idea that a beer festival is the answer. It's a labour of love and even though you do make some profit, the more important aspect of it is the long-term effect. Beer enthusiasts get to know about your pub and the beers you serve, and if you can transmit that enthusiasm, then people will keep coming back to see what you've got on. It's almost a virtuous cycle: the more you can get real-ale drinkers, then the faster the beers will be drunk, and then the more different ones you can get on, and then the more drinkers you will get. Tim Webster, who organises an annual beer festival in Barnstaple, explains: "If the licensee decides to have a beer festival for just money then he will probably fail, but if you encourage the beer enthusiasts in, then a profit will be made. "Quite often you hear of some landlord who thinks he'll make a few quid with a festival and gets in the likes of Bass and 6X at a good price, but those are not what people go to beer festivals to drink. You have to be an enthusiast. "If you think you can buy cheap and sell at £2 a pint then you'll fail, but if you share your enthusiasm then you'll succeed." The dos and don'ts Beer range: According to James Enright at the award-winning George Inn at Middlezoy in Somerset, good beer and a good atmosphere are the main driving forces behind a successful festival. As for beers, don't order too many and "include some favourites but ensure that there is a good range of colours and strengths. Some new or rare beers are a good idea". Don't go mad and emulate the White Horse at Hedgerley by having dozens of beers. Start modest and build it up as your festival grows. Tim Webster started off with a dozen beers and now does 25. Venue: Make sure you have the space, either in the pub or outside. The White Horse is a small traditional pub, but holds its beer festival in a marquee out in the large garden, while the Brewers Arms at South Petherton uses both the pub and a covered area in a courtyard. Brewers' landlord Duncan Webb also suggests setting up a separate festival bar. Time: Spring and summer bank holidays are popular. Most weekends during the summer would also be ideal. Food: Feed the drinkers. Barbecues, hog roasts, and cheese and shellfish stalls are some of the more interesting eating experiences that are put on by the landlords I spoke to. Entertainment: Licensees were split on entertainment ­ some will go for a chap with a guitar in the bar, others have all sorts of events going on. Last year, the White Horse had entertainment for the first time when they had an English Civil War re-enactment group camped in their garden. James Enright had a chap playing old 78rpms in the bar on the Sunday afternoon of his festival. Be family-friendly as well. Events for children are popular with parents. Staff: Webb says staffing is always difficult so he asks regulars to help out in exchange for a few pints. They are enthusiasts and will wax lyrical about the beer and pass on their passion. Promotion: It's no good going to all the trouble of getting in rare beers, good food, lots of events and a marquee if nobody knows about your event. Using local press and Camra newsletters is essential. You can put up notices on local parish boards and around neighbouring villages if you are in the country. Obviously, get in touch with your local Camra branch, which always has a hardcore of enthusiasts ready for beer festival action anywhere at anytime. If there's an interesting angle to the festival, like raising money for charity, a local celebrity attending, or unusual sports such as tug of war, get the local press interested. Word of mouth is also important. Finally, get the locals on your side. One landlord I spoke to has his festival to thank the locals for their custom throughout the year.