Possibly not as different as the organisers would like to believe, mind, but different enough. They didn't use the word 'festival' for a start.
When, some months ago, I first heard about Craft Beer Rising at the old Truman Brewery in Shoreditch I rolled my eyes in exasperation.
The blurb informed me that the event was 'here to throw off the shackles of a traditional beer gathering by crafting events, experiences and environments that take craft beer to the masses.'
Hmm. Smells a lot like marketing wank to me. Besides, I like 'traditional beer gatherings'!
|All rise for craft beer?|
The beer equivalent of Lapland New Forest, perhaps?
Then, a couple of days beforehand, I saw the beer list and decided that I would go, albeit determined to follow up with a damning write-up about how desperately misguided and disappointing it all was.
It's a good thing I did though, because it was ticket-only and sold out every session over the two days, so they must've been doing something right, even if it's just marketing!