Toronto's Festival of Beer

[Cass]

FYI, here's a bunch of stuff the Toronto beer fest sent me today.

Media Release
July 22, 2004
Calling All Beer Lovers

Toronto's 9th annual Festival of Beer is back and it's bigger than ever


TORONTO: July 22, 2004 ….Sip beer mimosas at the Unibroue Beer Lover's
Brunch. Grill, thrill and chill at Ribs 'n Reggae downtown in Dundas
Square. Soak up the suds and summer sun on the lawns of Toronto's Historic
Fort York.
Canada's premiere beer festival is back to celebrate Canada's favourite
beverage. In a summer tradition, the lawns of the Historic Fort York will
once again become nirvana for Toronto beer lovers. More than 22,000 people
will socialize, sip and sample from over 200 beers during a three-day
celebration of suds at Toronto's Festival of Beer.

For the first time ever, Toronto's Festival of Beer will also feature
satellite events throughout the city. Beginning Monday, August 2, 2004 the
streets of Toronto will come alive to celebrate all that is beer. The
Esplanade Bier Markt will host the first ever Ontario Brewing Awards on
Tuesday, August 3.

Beer may take centre stage at the Fort, but live entertainment combined with
the setting of the Toronto skyline sets the vibe at this one of a kind
event. Everything from rock to reggae will take turns delighting the crowd.
Featured acts include Doc Maclean, Bedouin Soundclash, Contact and Jack
DeKeyser. Whether you are grooving by the stage or sampling the suds, this
Festival is sure to move you!

Toronto's Festival of Beer is scheduled for Friday, August 6 to Sunday,
August 8 at the Historic Fort York. Festival hours are as follows: Friday
August 6, 2004 2:00 pm to 10:00 pm and Saturday and Sunday from 12:00 pm to
8:00 pm.

Tickets are $20 in advance or $25 at the Festival gates. Tickets can be
purchased online at www.beerfestival.ca, official web site for Toronto's
Festival of Beer, through TicketMaster (www.ticketmaster.ca) or at select
locations of The Beer Store
(http://www.thebeerstore.ca/storesandpro ... ckets.html).
Attendees will receive five beer-sampling tickets, a commemorative mug and a
Festival program. You must be of legal age to attend. Pets and children are
not permitted.

This year's sponsors of Toronto's Festival of Beer include The Beer Store,
Music World, Planters, Bier Markt Esplanade, EBM, Chill Magazine, Toronto
Sun, Napoleon Gourmet Grills, Mojo Radio, Food Network Canada and "King of
the Q" Ted Reader.

Log on to www.beerfestival.ca for additional information on Toronto's
Festival of Beer.

-30-

Frequently Asked Questions about Toronto's Festival of Beer

Q: What is Toronto's Festival of Beer?
A: Canada's largest beer tasting event!

Q: Where is the Festival held?
A: Historic Fort York.

Q: Why that venue?
A: Fort York is truly the most exciting outdoor facility Toronto has to
offer! As well it provides us a central location in the downtown core,
easily accessible by TTC and the GO train, which encourages people to drink
responsibly and leave their vehicles at home.

Q: When is the Festival?
A: The Festival is held annually the first weekend after the long weekend
every August. This year the dates fall on August, 6, 7 & 8, 2004, with a
series of satellite events throughout the city beginning on Monday August
2nd and leading up to the Festival weekend at the Fort, you can find our
more at beerfestival.ca

Q: How long has the Festival been operating?
A: Toronto's Festival of Beer is currently in its 9th year of operation.

Q: Is there anything new happening at the Festival this year?
A: Yes, we gave the Festival a complete overhaul in 2003 with an eye toward
future expansion of our programming and we have achieve some of that with
the addition of our satellite events in 2004, while at the same gearing the
Festival up for our ten year anniversary which is next year.

Q: What type of changes can attendees expect to see for of this Festival?
A: Well for starters we have a gone to a larger improved glass for sampling
product at the Festival. As well we have given the Festival site layout a
complete overhaul including the addition of three "brand experience areas"
and we are open for business from 2:00 p.m. too 10:00 p.m. on Friday and
12:00 p.m. too 8:00 p.m. both Saturday and Sunday, providing attendees with
eight hours on each day of the Festival.

Q: Can you further explain what a "brand experience" area is?
A: A "brand experience" is an area of the fort which is dedicated to one
brand or brewery. Each "brand experience" area will allow consumers to
experience a brand or brands of beer in an environment that coincides with
the lifestyle that the specific brand or brewery identifies or defines
itself with.

Q: Who is the company responsible for the Festival?
A: The Festival is owned by the Cottage Creek Corporation a Toronto based
Event Development Company. Eventrix "Engineered Communication Strategies"
produces and manages the Festival on their behalf. The Festival's
presenting sponsor is The Beer Store.

Q: Who owns Cottage Creek, and what is his background?
A: Greg Cosway is the President and owner. Greg attended Carleton
University, after which he started "The Gourmet Beer Club of Canada," the
first venture of its kind in Canada. This venture opened many doors in
Ontario's thriving beer industry, ultimately leading to the inception of
Canada's largest Beer Festival - Toronto's Festival of Beer - followed
closely by Capital City Beer Festival held annually in our nation's capital
and is celebrating its five year anniversary this June!

Q: What motivated him to start the Festival?
A: A passion for beer, a proven event formula and the prospect of the
Toronto market, Ontario's number one market for premium beer.

Q: What attendance is expected this year?
A: We are expecting between 20,000 and 22,000 people to pass through the
gates at this year's Festival!

Q: What was attendance in previous years?
A: Attendance has risen every year, and we were close to venue capacity,
which is why we have increased the hours of operation, and re-designed the
layout. The new site design will create more of an open atmosphere, with
less crowding throughout the venue, all of which creates a better
environment to sample all of the wonderful products our Festival has to
offer and hopefully people will start attending our satellite events as
well!

Q: How many exhibitors are slated for this year?
A: We expect approximately 70 vendors including beer, food and beer
by-products.

Q: What beer companies are involved?
A: We are currently working with approximately 95% of the breweries in
Ontario…far too many to list, but attendees can definitely expect a wide
variety of product to choose from.

Q: What will the average Festival attendee get out of the Festival (taste,
experience, etc)?
A: Basically just that…we offer more than 200 different beer and malt based
beverage products to choose from, complemented by gourmet fare from a
variety of Toronto restaurateurs, great live music, informative grilling
demonstrations and speaking engagements throughout the Festival!

Q: What special features will the Festival offer?
A: The Festival offers the Napoleon BBQ Grilling Tent, which is an
informative edutainment experience featuring recipes prepared with beer, and
complemented by featured beer experts and enthusiasts. This is done in
partnership with Food Network Canada!

Q: What will tourists to Toronto/Festival learn about beer/Canadian culture
at the Festival?
A: Tourists will learn about Canada's great brewing history, as well as the
many different tastes and varieties of beer that both Ontario and Canada has
to offer.

Q: Are there other such Festivals?
A: There is a similar event in Ottawa, which is owned by Cottage Creek as
well and runs June 10 through June 12.

Q: What makes this Festival special?
A: We are the largest Festival of our kind in English speaking Canada!
Where else can you go and taste such a wide variety of beer, listen to great
live music and revel in the Golden Beverage on a hot summer's day?

Q: Who are the sponsors of the event?
A: The sponsors include our presenting sponsor The Beer Store as well as
The Toronto Sun and Chorus Entertainment.
Q: Where can you buy tickets and how much are they?
A: Tickets can be purchased in advance for $20 at beerfestival.ca the
official website for the festivals, TicketMaster and select Beer Store
locations throughout the GTA. Tickets are also available at the Festival
gates for $25. However, attendees should by their tickets in advance
through The Beer Store and save on service charges, while guaranteeing their
admittance to the Festival.

Q: Is there a web site for the Festival?
A: For further information, please go log onto www.thebeerfestival.ca.


Toronto's Festival of Beer Fact Sheet

Overview

* Established in 1994, Toronto's Festival of Beer provides beer lovers with
the opportunity to sip, sample and socialize at Historic Fort York.
* 2004 marks the 9TH anniversary of Toronto's Festival of Beer.
* Toronto's Festival of Beer celebrates Canada's rich brewing history.
* Toronto's Festival of Beer will also feature Satellite Events throughout
the streets of Toronto rejoicing and celebrating all that is beer.
* 22,000 people are expected to go through the gates of Fort York during
Toronto's Festival of Beer.
* Breweries to take part in the 2004 edition of Toronto's Festival of Beer
include:
Premium Beer Co.
Carlsberg
Planter's
Black Oak Brewing Company
Old Credit Brewing Co.
McAuslan Brewing
Cool Beer Brewing Co.
Big Rock Brewery
Saint Andre
Scotch Irish Brewing Company Inc.
East Side Marios
Coors
Molson Canadian
Corona
MGD
Heineken
Heritage Bewing
Brick Brewery
Wellington Brewery
Magnotta Brewery
Wunderweisse
India Pale Ale
True North Lager
Alt Beire
The Pitmaster's Inc.
Ontario Corn Roasters
Mr. Cool Soft Ice Cream
Tiger Beer
Castle Lager
Labatt Blue & Blue Light
Budweiser & Bud Light
Alexander Keith's
Cristal
Labatt Sterling
Interbrew
Stella Artois
Hoegaarden
Leffe Blonde
Belle-Vue Kriek
Beck's
Löwenbräu
Rodney's Oyster House
Air Chair
Premier Brands
Brava
Guinness
Harp
Smirnoff
Catered Claw
Creemore Springs Brewery
Lakeport Brewing Corporation
Steam Whistle Brewing
Amsterdam Brewing Co.
Cameron's Brewing Co.
Asahi Breweries Ltd.
Edo Sushi
Beers of the World
Lakes of Muskoka Cottage Brewery
Great Lakes Brewery
Church Key Brewing
Niagara Brewing Company
Thomas Hinds Tobacconist
DAB Original
MBNA Canada Bank
Walkerville
Pizza Pizza
Trafalgar Ales & Meads

Web Site
Additional information on Toronto's Festival of Beer can be found on their
Web site at: www.beerfestival.ca


What breweries are saying about Toronto's Festival of Beer…

"The Toronto Festival of Beer is a highly-anticipated annual event not to be
missed. It's a great opportunity for brewers to reward the beer consumers in
Southern Ontario with a huge party where they can meet and greet with the
makers of their favourite brews. At Steam Whistle, we always enjoy a good
party. Every year we look forward to Toronto's Festival of Beer at Fort York
(our brewery is located just down the road in the restored John St
Roundhouse) to celebrate with our fellow brewers and beer enthusiasts from
all over. Cheers!"

Cameron Heaps
President of Steam Whistle

"Molson is proud to be a part of the Toronto Beer Festival and to provide
beer drinkers with a unique opportunity to sample quality and award-winning
beers such as Molson Canadian, Marca Bavaria, the Rickard's family - Red,
Pale Ale and Honey Brown -Heineken, Corona, Coors Light and Miller Genuine
Draft. In addition, beer drinkers will get a chance to discover the latest
innovations from Molson: Molson Canadian Cold Shots, a new sleek 250-ml
silver can filled with genuine Molson Canadian specially brewed to 6.0% and
Molson Ultra, the only regular-strength beer in Canada with lower carbs."

Adam Kirk
Events and Promotion Coordinator for Molson Sports and Entertainment

"The Toronto Beer Festival is a great event, celebrating the wide and
wonderful world of beer! It encourages visitors to open their minds and
palettes to the full beer experience. Festival visitors will enjoy different
tastes and styles of beer, learn about why beer is always best enjoyed from
a glass and explore the pleasure pairing beer with food. From Belgian brands
like Stella Artois and Hoegaarden to premium domestic brands Labatt Blue and
Budweiser, visitors will discover that there is a beer for most any
occasion. I hope to see you there!"
Bill White
Labatt Brewmaster and Ambassador-at-Large

[PRMason]

Looking for some input. I have 3 firkins of special festival beers ( the total production!) . I can only tap 1 per day because of space restrictions. The beers are: Major Misconduct, a strong 7% alcohol , oak aged ale with 100 IBU's of Centennial hops, 1900 Smoked Ale, a 5% alcohol ale brewed using malt smoked with Hickory (done by a friend of mine) with 32 IBU's, and finally Elder Statesman( 3.2% alc, 28 IBU) a light summer ale with a whack of Golding in the nose and flavoured with Elderflowers.
My thinking is that I would like to tap the Major on Friday. I don't want it to sell just because it's "high test" and the people who look for that usually show up on Saturday. The other two are up in the air. Suggestions?
I'm also bringing Dogsbody Ale, Sgt. Major's IPA, Session Ale, Entire Butt London Porter and Glengarry 90-/ shilling ale. All of these are draught (keg).

[Manul]

Perry,
I can only speak for myself but every year I try to be there on Friday since it's not that crowded, so from my point of view, tapping the Major on Friday sounds just great.

[mds]

I'm going to be heading up on Friday, so I think you should offer the Major Misconduct

[Jon Walker]

Yup, me three for Friday...lower obnoxious piss tank quotient on Friday. Once again congrats Perry on actually offering something new at the event rather than the same old beers everyone else brings year in year out (Esprit and Black Oak being exceptions to this).

[Cass]

I'll be heading there on Friday after work too. Too crazy on Saturday.

[tupalev]

Friday after work as well. I really appreciated Perry and John from Church Key bringing new beers to the Judge festival earlier this year - looking forward to hopefully more of that type of thing this time. And I vote for Major as well for the Friday. Perry, I guess I'll resort to sending in friends with empty flasks to try the other 2 of your "one-offs"

[JWalter]

Perry, you rule. I'm planning on coming on Friday as well...

[joey_capps]

I'm coming on Friday as well. But, if we finish the Major Misconduct on Friday can we tap the 1900? And, if we finish that can we tap the Elder Statesmen?

Joe

[JerCraigs]

I'm coming on Friday as well. But, if we finish the Major Misconduct on Friday can we tap the 1900? And, if we finish that can we tap the Elder Statesmen?

Joe

Joe, if theres none left by the time I get down there.... oh man... I'm holding you personally responsible!!!

[GregClow]

Major on Friday sounds good to me. I'll be first in line...

[DAN-D-MAN]

Perry, seems like the majority of your die-hard fans will be there on Friday. Isn't possible to keg both the Major and the 1900 on Friday by substituting one of your regulars?

Personally, I'd love to try that smoked brew of ours, especially since you smoked the malts yourself at a friend's place in a regular smoker! Genius!

[PRMason]

Smoking the malt in a friends smoker was more necessity than genius. I waited too long to purchase the Bamberg malt, and they ran out. So panic is the true mother of necessity.

[Andicus]

Whoo-hoo! Circumstances that were preventing me from making it Friday have changed, so I'll be there on Friday as well!

Look forward to seeing everyone again, and meeting some of you for the first time.

[Asst. Grain Shoveller]

Hi Everyone
Amidst the desolate lack of flavour & character wasteland will lie an island of taste & quality. Yes we've got booth #63 again. It should be a great show as the weather looks good.
We've got a special treat for Friday & Sunday
We've knocked off two casks (kasks???) of Pale Ale and added a ton of hops, so its our Hop Bomb edition (Not politically correct, but your taste buds will be defused)
There will be one cask for Friday and one for Sunday. First come, thirst served.
I'll have lots more help this year and they'll be pouring our Nut Brown, Pale Ale and our Summer Saison.
Looking forward to seeing you there!
Cheers
Ken