Three brewers pull out of GB Beer Festival amid cost fear

Three prominent cask ale brewers have pulled out of next month's Great British Beer Festival in London.

Adnams, Batemans and Woodforde's confirmed they will not be taking stands at the festival, which has moved to a new home at Earls Court.

Two of the firms, Adnams and Batemans, say they are looking at different ways of spending their marketing budget.

Norfolk-based Woodforde's said its decision was based purely on the high cost involved in attending the five-day event.

Adnams, based in Southwold, Suffolk, says it has already put a huge investment behind its cask ale brands this year.

The company revealed it is exploring new ways of showcasing its beers to a wider consumer audience.

"The reach of the GBBF is possibly a little limited and this year we had to take a long hard look and ask what the festival actually did for us. ​

"We are now looking at other ways of profiling our cask ales and different methods of engaging consumers," said Adnams marketing chief Steve Curzon.

He added that the cost of taking a stand at the show was sizeable but other expenses also came into the equation.

"There are a lot of hidden extras to attending the festival, which few other people see,"​ Curzon said.

Woodforde's said its decision to withdraw was made purely for financial reasons.

This comes despite the fact that last year the brewer won national acclaim after picking up a bronze medal in the Champion Beer of Britain awards with its Woodforde's Wherry Bitter.

"We are probably the smallest brewer that takes a stand at the festival, but we are a long way away from London and for other companies it is easier and cheaper to attend,"​ said spokesman Mike Betts.

Batemans, of Wainfleet, Lincolnshire, also said it was devising new ways of using its marketing budget.

"We are looking at how we can use our marketing budget to get the best bang for our buck,"​ said MD Stuart Bateman.

The Campaign for Real Ale (CAMRA) said it was disappointed at the absence of the brewers, but pointed out the trio would have their beers stocked at the festival's bars.

"Brewers routinely pull out of the festival depending on their marketing strategy, but they do invariably re-appear,"​ a spokesman added. Camra said a record 500 different beers would be available at the event, which runs from 1 to 5 August.