Brew//LDN 2020 had completely failed to appear on my radar. Was it the tricksy name? The fact that it's taken over from Craft Beer Rising, but without taking over CBR's media list because the CBR founders jumped ship? Who knows!
Anyhow, it's a drinks industry showcase with producers of all sizes and origins booked in, ranging from lots of UK microbreweries to international brands such as Guinness (via its Open Gate brand/subsidiary), Brooklyn and Lagunitas. Obviously a lot of the overseas names will be via their UK distributors - for example, as well as Mikkeller I see other Euroboozer clients such as Steigl, Schremser and To Øl on the list. There's also several drinks other than beer represented.
The people behind Brew//LDN are the ex-founders of CBR, which explains a lot. For example it's at the Old Truman Brewery on Brick Lane, which was formerly the venue for CBR, and at the same time of year - which this year means Thursday 27th to Saturday 29th February.
The format is remarkably similar too - the Thursday and Friday afternoons are trade sessions while the others are open to the public, with tickets starting at £15 plus fees.
CBR got a lot of stick from some people for the way it mixed genuine independent craft producers with brands owned by multinationals. But while some macrobrewers are guilty of deceptive practices in making their products look like independent craft, and they can use their weight and distribution strength to squeeze the independents out, I always enjoyed CBR when I went along to the trade sessions. It was interesting to see what 'the big boys' were up to - it gave a more comprehensive view of the overall market. Plus of course the big boys have money, which I'm sure helped keep the event afloat!
Brew//LDN will undoubtedly get similar criticism. Plus there's the question of how successfully you can turn what's basically a trade show into a beer festival for the paying public. Especially when there's already a lot of competition in London for events targeting the drinks trade, what with The Pub Show next month, Imbibe Live in June, and several others including trade days at GBBF and elsewhere. It will be very interesting to see how it goes - I'm looking forward to it!
PS. If you're wondering what happened to Craft Beer Rising, as far as I can tell the company running it first got sold to a midsized drinks company, then that company was bought by an even bigger one. After that, the founders jumped ship and the CBR company was closed down.
Personally, I'd argue that a drinks company has no business buying or running a trade show, but what do I know? The company backing Brew//LDN, Brewbroker, looks a rather better fit as it is more of a beer industry intermediary.