I had the chance to interview Les Murray, he is the President of the Toronto Festival of Beer which takes place next week starting on August 5th

Toronto Festival of Beer

Photo Provided by the Toronto Festival of Beer

 

<Matt> What is your history and how did you become involved with the Toronto Festival of Beer?

<Les> I’ve been involved with the festival as President for 6 years….the festival was founded by my business partner Greg Cosway

<Matt> How many people visit the Festival each year?

<Les> We continue to grow each year,,,,we expect 30,000 people this year…

<Matt> What is your favorite thing about being involved with the Festival?

<Les> The opportunity to work in a great industry and engage some very passionate and creative brewers….

<Matt> I have noticed much more Social Media involved in promoting the Festival this year, do you consider this one of your main marketing streams now?

<Les> Absolutely….social media will continue to have a major role in promoting the event…this year we have launched a social media lounge, exclusively for bloggers, tweeters, and media folks to power-up and wire-in…

<Matt> How has the move to the new location (Bandshell Park) worked out compared to Fort York?

<Les> Love it ….loved Fort York, but realistically, the Fort was built to keep people out…loading a large trade show and 30,000 people was difficult…

<Matt> In the past the Festival has been criticized about being more geared towards the Macro brewers such as Labatt’s, I noticed quite a few craft brewers on the exhibitor’s list this year and last.  What are you doing this year to promote the growing craft beer industry at the event?

<Les> We have many craft brewers participating at the festival…we created an area right smack in the middle of the site, infront of the stage, under 3 big tents , that we call “ The Local”…these tents feature all Ontario Craft Brewers…we also developed a new program this year called the MASH UP, featuring 8 craft brewers paired in groups of 2 creating a unique “mash” just for the festival…..

<Matt> Who are your favourite brewer’s at the event?

<Les> ….there are so many great brewers, Beaus, Great Lakes, Nickel Brook, Mill Street, Premium, doing great activations at the event                                                                                                                                                          

<Matt> What was the last craft beer you drank?

<Les> Beaus Lug Tread…..last night

<Matt> What are you most looking forward to at the Toronto Festival of Beer this year?

<Les> Love seeing all the brewers and consumers enjoying themselves..

<Matt> Besides beer what else can you do at the Festival?

<Les> We have grilling demonstrations in the Napoleon Tent with Celebrity and Local Chefs, we have great interactive games in the bet365.net tent, we  have great food vendors serving up everything from oysters to smoked meat, from bbq to gourmet grill cheese, from meatballs to thai food, and more….we have great entertainment all day on the main stage ,,,,,if you’re a girl and would like to know more about beer, you can take the Girls Guided Beer Tour with cicerone Mirella Amato….

<Matt> Do you have any future plans for the Festival that you can share with us?

<Les> we continue to look for opportunities to expand the beer selection and bring new and unique products for consumers to enjoy…we are also looking to expand our beer knowledge and education seminars …..stay tuned

<Matt> Where should people go for more information about the Toronto Festival of Beer?

<Les>  Beerfestival.ca 

 

I had a follow-up question for Les about the involvment of the Niagara Brewing College.  Les forwarded my question to Lorraine Snihur who is the Hospitality and Events Manager Wine and Beer Operations for Niagara College.

<Matt> I Noticed the Niagara brewing College Is exhibiting this year how did you hook up with them?

<Lorraine> As we are Canada’s first and only Teaching Brewery we thought that it would be a perfect opportunity to join the Toronto Festival of Beer this year!  We just opened in December and had our Grand Opening this past April and have already received some awards for our beer!  We hope that you will be able to visit us at the festival and taste some our First Draft Lager and Ale!