For several public house operators, January is a month where sales dip as a result of the busy festive period. Many see this as an area of concern and are always looking at ways to address this issue.
Jayne and Lee Shorten, our Business Partners at the Vine in Tarring held a beer festival between the 4th and 6th of January to boost sales. The Beer Festival featured thirteen guest ales and ciders, and was cleverly organised to coincide with Tarring’s annual Wassail Festival. The Vine then hosted the evening’s beer and song festivities which filled up the public house to maximum capacity!
The Wassail festival is an ancient southern English drinking ritual intended to ensure a good cider apple harvest the following year. A torch lit procession led traditional Morris Dancers through the streets of Tarring until they arrived at the Vine where the jubilations continued late into the night.
Effective promotion is one of the most integral processes when planning a Beer Festival. By enlisting the help of one of their local drinkers, Jayne and Lee had their leaflets distributed free of charge, rewarding the distributor with a couple of pints of Badger. Furthermore, by going into a partnership with the event organisers, Jayne and Lee were able to promote their Beer Festival to a greater audience via the Wassail website.
Overall, the event was a massive success. Tarring’s intimate location has resulted in the Vine becoming the talk of the village. Feedback was extremely positive and discussions are already underway for the Morris Dancers to return to the Vine in the spring, and there is also a possibility of holding another Beer Festival in the summer months. Congratulations to Jayne, Lee and their team at the Vine.