'It's not all beer and skittles': An exploratory analysis of the characteristics and motivations of beer festival visitors

Abstract

To date, little research has explored the characteristics and motivations of visitors to beer festivals. This paper presents preliminary analysis from two annual New Zealand beer festivals - Beervana, a specialist beer festival held in Wellington, and the Great Kiwi Beer Festival, a more generalist festival in Christchurch. Surveys conducted at both festivals in 2014 reveal that there are relatively few differences between the samples in terms of age and gender; festival attendees tend to be male and relatively young, although Beervana respondents are more highly educated and higher earners. More significant differences are found between motivations to attend the respective festivals, with Beervana attendees being more focused on beer experiences and education, while Great Kiwi Beer Festival attendees focus more on generic social and entertainment motives. Explanations for these differences include the different focus of the festivals, and the higher levels of beer involvement amongst Beervana respondents.