I just got this email from Grande Biere and thought I would share it. For all of you reading that attended or didn't attend for whatever reason, this is great summary of why Grande Biere was either successful or a failure, depending on how you look at it. Personally, I don't like beer set up in a fancy light, but I did thoroughly enjoy meeting the brewers, importers, and bar owners that make great beer their life.
Dear fellow volunteers at Grande Biere
Thank you very much for your cooperation.
The Grande Biere tasting event was opened hoping that many people could
experience the 'aroma' of craft beers. While the number of visitors were 1/3
of that of Japan Beer Festivals, the type of visitors, the beers exhibited
and the operation all lived up to our expectations and ended in a very
productive event, giving us great confidence in the 2nd year.
This is all thanks to you, volunteers, who fully understood the purpose of
this event and consolidated all your efforts. Let me take this opportunity
to thank you all.
One of the reasons why I am so confident about the success of Grande Biere
2009 is that we had completely different sets of visitors than our Beer
Festivals. The Beer Festivals, which tend to be dominated by beer fans, used
to be outside of interest to those who had never experienced craft beers or
microbrews. Grand Biere's primary objective was to enhance awareness among
these people and to grow them into the new customer base. The resulting
majority of those who had "first time experience with craft beers" at the
Midtown Night and the following two days was more than we had expected.
Besides, most of the visitors went home with impressions that they had a
fun, want to come back and would buy beers they tasted at the event. This
makes me feel confident that we succeeded in fulfilling our mission.
As one of the major factors in bringing this success, we can name deep
understanding and unlimitted support that the beer makers and importers
showed to this event. It is solely because each company contributing only
"aromatic" beers to the event that the visitors enjoyed variations of
"aromas" and the "first comers" wholeheartedly enjoyed the "attraction of
craft beers" to the fullest. What also added to the fun experience of
visitors would have been the serving by brew masters and conversations with
sales representives of exhibitors who came all the way to Tokyo.
At the same time, you carried out the complicated tasks spanning from months
of preparation, short time hall preparation, reception, assistance to
exhibitors and works in the backyard smoothly without any troubles. Without
your commitments, the visitors would not have been as satisfied as they are.
The knowhow of the entire operation would be succeeded as great heritage of
Grand Biere to next year, the year after next and ever. I feel deep
appreciation to your devotion and would like to deliver my heartfelt
appreciation.
The next Grand Biere is decided to take place at the same Tokyo Midtown in
April next year. Please help me again next year in making the next Grand
Biere the more rich and fruitful event.
Ryouji Oda
Chairman
Japan Craft Beer Association
What do you think about that? Getting served beer by the brewer who made it is the greatest thing since giant parmesan cheeses.