Prepared by Insight Track Ltd. T: 01603 626800 E: [email protected]

1

Prepared by Insight Track Ltd.T: 01603 626800

E: [email protected]

Visitor and trade festival feedback

Research findings for Norwich City of Ale 2014

July 2014

2Structure Background Research objectives Pub visitor feedback

Methodology Respondent profile Awareness of NCoA Impact of NCoA Perceptions of NCoA Summary of visitor feedback

Trade feedback: Methodology Overall experience Financial outcomes Increasing footfall Individual preparations for the festival Organisational aspects Future outcomes and thoughts for 2015 Summary of trade feedback

3Background Norwich City of Ale Limited (NCoA) is a not-for-profit organisation with a

mission to promote Norwich, nationally and internationally, as the UK City of Ale

One of the key activities undertaken by the organisation is to organise an annual festival toward the end of May as a celebration of real ale from local breweries to be held throughout the city in real ale pubs and other venues selling real ale

In order to evaluate the success of the event, NCoA wish to monitor performance against key performance indicators: Pub visitors: in respect to how awareness of the event is generated,

distances visitors tend to travel to the event and overall impressions of it

Publicans and brewers: in respect to the effects of the festival and opinions of both 2014 and future events

Therefore, the management team wished to undertake a modest research programme amongst these two audiences

4Research objectives

The scope of the research covered the following in brief fully-structured surveys: Pub visitors:

Basic profiling of visitor (gender, age, where travelled from)

Who visited with Frequency of drinking real ale Role of NCoA in prompting pub visit Awareness of NCoA How heard of NCoA Impact of NCoA on frequency of

visiting pubs and real ale drinking habits over the festival period

Rating and impressions of NCoA Suggested improvements for NCoA 2015 Favourite ‘new beer’ of the festival

Publicans and brewers: Overall success Specific success indicators including

footfall and sales Individual preparations for the event Expectations of future benefits Considerations for the 2015 festival

5

PART 1:PUB VISITOR FEEDBACK

6Methodology: pub visitors Overall we achieved 194 completed surveys 134 were in-pub face-to-face interviews, spread

across pub opening periods Using a brief fully-structured questionnaire Fieldwork conducted on 23rd and 29th May (see

next slides) to avoid the opening night, between 12-2pm and 6-8pm (working in twos for health and safety)

Interviews achieved were deliberately not demographically quota’d, to ensure that respondents were likely to reflect the natural fallout of pub visitors

Self-complete versions added a further 60 completes:

Paper print-outs in pubs (N=32) Distributed by a volunteer, Rob Whitmore

– thanks Rob! Online version accessed via the City of Ale

Website, a URL link and QR code (N=28) Publicised via Twitter and beer mats

7

LawyerMaid’s Head

Take 5

START:Wig and Pen

Ribs of Beef

Interviewer locations

START:Micawbers

Plough

Rumsey Wells

Vine

Wildman

START:Murderers

Lamb Inn

Sir Garnet

Walnut Tree Shades

START:Fat Cat

Brewery TapWhalebone

Lord RoseberyAngel

Gardens

Duke of Wellington

Frid

ay 2

3rd :

12-

2pm

Thur

sday

29t

h : 1

2-2p

m

Thur

sday

29t

h : 6

-8pm

Frid

ay 2

3rd :

6-8

pm

8Survey response rates, by pub

Pub No. of responses Pub No. of

responses

Murderers 35 Lawyer 6

Vine 25 Micawbers 5

Fat Cat Brewery Tap 22 Ribs of Beef 5

Plough 18 Lord Roseberry 3

Wig and Pen 12 Walnut Tree shades 3

Rumsey Wells 10 Fat Cat 2

Whalebone 9 Plasterer’s Arms 1

Lamb Inn 8 Wildman 1

Duke of Wellington 6 Unknown (online and no reply) 23

9

Findings: Respondent profile

10

65+

55-64

45-54

35-44

25-34

18-24

0 5 10 15 20 25 30

11

21

21

24

16

7

Respondent profile: gender and age The majority of respondents were male and aged between 35-64

Base: 192 – all respondents giving an answer; single responseQ: Are you…?

%

86%

14%

Base: 192 – all respondents giving an answer; single responseQ Which of the following age brackets do you fall into?

11

21%

21%58%

Outside Nor-folk

Wider Norfolk (NR9-NR32)

Norwich (NR1-NR8)

Most commonly Travelled the furthest

Suffolk (N=7) Northern Ireland (N=1)

Cambridgeshire (N=6) Greater Manchester (N=1)

Essex (N=5) Yorkshire (N=3)

Greater London (N=4) Wales (N=4)

Respondent profile: where do they come from? Nearly two thirds of respondents (58%) were from Norwich itself and a further fifth

were from wider Norfolk Nonetheless, a fifth (21%) came from outside the county – nearly double that of

the 11% found last year Most commonly Suffolk and other East of England counties, although some

travelling much further (with the majority going to the pub specifically for the festival)

Base: 193 – all respondents giving an answer; single code, open responseQ: Just so we can understand where people have travelled from, can I please ask what the first part of your postcode is e.g. NR1 NR13?

12Respondent profile: who did they come with? Respondents typically visited with friends (45%) or their partner (23%) Nonetheless, over a quarter (27%) said that they visited by themselves, with a

third of these visiting specifically for the festival

Base: 193 – all respondents giving an answer; multicode

Other

Other family

Colleagues

Partner

No-one

Friends

0 5 10 15 20 25 30 35 40 45 501

7

12

23

27

45

Q: Who did you come here with today?

%Guide dog

13Respondent profile: real ale drinking habits The majority (83%) of the people we spoke to were regular real ale drinkers However one in six (17%) said they typically drink real ale once a month or less

often

NeverOnce a year or less

Once every 6 monthsOnce every 2-3 months

Once a monthOnce a week

2-3 times a weekDaily

0 5 10 15 20 25 30 35 40 45 503

21

29

1743

23

Base: 194 – all respondents; single response

Q: Broadly speaking, how often do you usually drink real ale?

Regular ale

drinkers – 83%

Occasional ale drinkers –

11%

Irregular ale drinkers – 6%

%

14

Awareness of NCoA

15

Of these… Going specifically for NCoA?

Aware of NCoA?

0% 20% 40% 60% 80% 100%

43

87

57

13 YesNo

Awareness of City of Ale Nearly nine out of ten respondents (87%) surveyed were aware of NCoA Although only 43% were in the pub for the festival, this is a rise of 19% on last

year (24%) Around three quarters (77%) of those in the pub anyway were actually aware

of the festival

Base: 194 - all respondents; single response

77%

23%

Base: 110 - all respondents going to location anyway; single response

Q: Had you heard about the Norwich City of Ale festival before coming to this pub today?

Q: Did you come to this pub today for the City of Ale festival…?

Q: Had you heard about the Norwich City of Ale festival before

coming to this pub today?

16

65+ (N=22)

35-64 (N=127)

18-34 (N=43)

0% 20% 40% 60% 80% 100%

50

47

30

50

53

70

Women (N=27)Men (N=165)

0% 20% 40% 60% 80% 100%56

4144

59

Visiting specifically for NCoA The groups most likely to be visiting the pub specifically for the festival were…:

…those having travelled the furthest (e.g. from outside Norfolk) …those aged 35+ …and interestingly, women were more likely to have done so than men

(although noting that women only represented a small proportion of the overall visitor sample)

Base: all those giving an answer; single response

Norwich (NR1-NR8) (N=112)

Wider Norfolk (NR9-NR32) (N=40)

Outside Norfolk (N=41)

0% 20% 40% 60% 80%100%

30

43

80

70

58

20

YesNo

Q: Did you come to this pub today for the City of Ale festival…?

17How found out about City of Ale People who were aware of NCoA were most likely to have found out through word

of mouth, most frequently from friends Those who saw an article or advert were most likely to have seen it in the EDP

OtherCity of Ale newsletter

Mustard TVOther: in-pub advertising

Beer matOther: 'general' awareness

TwitterLeaflet

City of Ale websiteCAMRA: Norfolk Nips

Someone told me about it

0 10 20 30 403

1222

33

4555

68

1011

121414

1523

31

Base: 169 – all respondents who were aware of NCoA; multiple response

Q: How did you find out about the Norwich City of Ale festival this year?

Email

Most commonly:• Friends• Colleagues• Bar staff

%

Most commonly:• EDP• Evening News

18

Impact of NCoA All respondents saw or were read the following information for consistent understanding:

Norwich City of Ale is a ten-day celebration of local pubs, breweries and real ale. Events are taking place between 22nd May and 1st June across the fine city. From barbecues to "meet the brewer" evenings, live gigs to pub quizzes there is a vibrant calendar of events with something for everyone

19Impact of City of Ale on pub visiting/drinking habits

Over half the sample said they would visit more pubs or drink more real ale during the festival

Around half of occasional or infrequent real ale drinkers thought that they would visit more pubs or drink more real ale than usual (50% and 52% respectively)

Of those who did not specifically visit the pub for the festival, around a third said they would visit or drink more real ale than usual (32% and 29% respectively)

...how much real ale will you be drinking in Norwich during the City of Ale festival?

…how many pubs in Norwich will you be visiting during the City of Ale festival?

0% 20% 40% 60% 80% 100%

1

1

48

47

51

52 Less

The same

More

Base: 193/191 – all respondents giving an answer; single response per row

Q: Compared to usual…?

20Favourite ‘new beer’ of the festival so far(key responses) Overall, the Wolf Brewery’s ales were the most popular ‘new beers’, although

Norfolk Brewhouse’s ‘Tidal Gold’ was the single most frequently quoted favourite beer of the festival

Base: 95 – all respondents who had tried a new beer; open response

Q: What has been your favourite NEW beer so far that you hadn’t tried before this City of Ale festival?

Chalk HillYellow Belly Brewery

LaconsOrkney BreweryBuffy's Brewery

Grain BreweryHumpty Dumpty

Fat CatWoodforde's

AdnamsNorfolk Brewhouse

Wolf Brewery

0 2 4 6 8 10 1222

333

44

67

99

11

8Mentions No. of each brewery’s beers mentioned

21

Perceptions of NCoA

22Rating of City of Ale experience Three-quarters (74%) rated their experience of the City of Ale positively

Rising to 92% amongst those who visited the pub specifically for NCoA No-one said they had a poor experience

Base: 193 – all respondents giving an answer; single response

Q: How would you rate your experience of the City of Ale festival on the following scale?

Mean = 4.1 out of 5

35%

39%

25% ExcellentGoodNeither good nor poorPoorVery poor

23Positives about City of Ale(key responses)

Base: all respondents who gave a response; open response – size of text indicates frequency of mentions

Q: What do you think are the best things about the Norwich City of Ale festival?

Promoting the pubs / new pubs to tryVariety of real ales availableMore vibrant pubs / atmosphere / socialising

Promoting Norwich / opportunity to explore city

Promoting local businesses

Promoting real ales / trying new ales

Ale trail / pub crawl / meet the brewer

Some of the key themes emerging as perceived positives were the promotion of…

The different venues and their character / friendly staff

…real ale

…local pubs

…Norwich

24What could be improved about City of Ale(key responses)

Some of the key themes emerging as suggested improvements for City of Ale 2015 included addressing…

Q: What, if anything, could be improved about the City of Ale festival in the future?

Improve accuracy of the maps

Last longer than 10 days (too many pubs to fit in)

Cheaper alesMore samples

More advertising / advanced publicity / calendar

Transport / minibus / pickup points

Food and ale matchesPromote speciality / unusual beers

Base: all respondents who gave a response; open response – size of text indicates frequency of mentions

More advertising for special eventsLarger street presence

…promotion

of the festival

…getting to and

from pubs

…the real ales

available

…dates

25

Summary of visitor feedback

26Summary: pub visitorsOf our respondents…: 86% were male 66% were aged 35-64 87% were aware of Norwich City of Ale 43% were in the pub specifically for NCoA 80% of people visiting from outside Norfolk went to the pub specifically for the festival 31% heard about the festival through word of mouth and 23% saw a poster or banner 52% said they would be visiting more pubs than usual during the festival 51% said they would drink more real ale during the Norwich City of Ale, including 52%

of occasional or infrequent real ale drinkers 74% rated their experience of Norwich City of Ale positively

Our respondents thought that…: Wolf Brewery beers were their favourite new beers Tidal Gold of The Norfolk Brewhouse was the single best new beer Key positives were the variety of real ale and promotion of local businesses Key suggested improvements are earlier promotion and advertising and provision

of transportation to and from pubs

27

PART 2:BREWER AND PUBLICAN FEEDBACK

28Methodology: publicans and brewers 51 self-completion surveys

29 Publicans 23 Brewers (N.B. one completed as both a publican and a brewer)

Using a brief structured questionnaire Predominantly closed questions Fieldwork conducted after the festival in June 2014

Paper and online survey made available for distribution by Norwich City of Ale

29

Findings:Overall experience

30Was it enjoyable? (Publicans and brewers)

The vast majority agreed that NCoA 2014 was enjoyable!

As with last year, publicans appear to have enjoyed the festival slightly more than brewers

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4

2

74

62

67

22

38

31

No reply / don't know Strongly disagree Disagree Agree Strongly agree

Base: all respondents; single response

Q: I enjoyed taking part in Norwich City of Ale 2014

“The vibe is great” (Publican)

“It’s a wonderful idea” (Publican)

“The event is great for the city and for the profile of craft beer. Brilliant - well done!”

(Brewer)

31

Was Norwich City of Ale 2014 considered a success?(Publicans and brewers) Over two-thirds (69%) agreed that Norwich City of Ale 2014 was a success for

them As in 2013, publicans showed the strongest agreement (80% agreed compared to

56% of brewers)

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 20% 40% 60% 80% 100%

4

3

4

39

10

24

43

59

51

13

21

18

7

4



Q: Norwich City of Ale 2014 was a success for my pub/brewery

“I'm afraid anything would make little difference to pubs

out of the city centre” (Publican)

“It’s always good to help raise awareness amongst the people who may not

usually drink cask beer that these products exist and are

generally very good” (Brewer)

32

Financial outcomes

33

75+%51 - 75%26 - 50%11 - 25%

1 - 10%0% (no increase)

0 20 40 60

413

2657

21%

55%

21%

3%

Strongly agree

Agree

Disagree

Strongly disagree

Increase in beer sales?(Publicans and brewers)

Base: 29, all publicans; single response

%Base: 23, all brewers; single response

Overall, three quarters (76%) of publicans agreed that they sold more beer than usual, while two-fifths of brewers (43%) saw an increase in beer sales

The percentage increase amongst brewers who saw a change was typically under 10%, although one saw an increase of over 25%

Q: I sold more beer (than I usually would) during Norwich City of Ale 2014

(Publicans)

Q: By how much, if at all, did you increase sales of beer during Norwich City of Ale 2014?

(Brewers)

Breweries seeing some increase in sales: 43%

34

Of the 23 publicans who gave an answer, over two-thirds (70%) saw an increase in sales

On average this was an increase of four extra firkins, although one publican reported extra sales of 20 firkins!

Only five reported seeing no change to the number of firkins sold, although two said they actually sold fewer than normal (averaging at -4) No reply

FewerNo change

234568

10121520

0 5 10 15 20 256

25

233

111

2111

Increase in firkin sales?(Publicans only)


Q: Please indicate approximate total number of firkins sold during Norwich City of Ale 2014 and during a comparable 10 day period (NOT) during City of Ale

Incr

ease

in n

umbe

r of

firki

ns so

ld

Number of publicans

• Mean average increase: +4

• Range of

increases: +2 to +20

Positive outcome: 70% of those giving an answer

35

75+%51 - 75%26 - 50%11 - 25%1 - 10%

0% (no increase)No reply

0 20 40 60

4

4

52

22

314

48

24

Publicans (N=29)Brewers (N=23)

Increase in revenue?(Publicans and brewers)

Base: all respondents; single response%

Around two-thirds (65%) of publicans and a quarter of brewers (25%) confirmed that they saw an increase in takings

Those seeing an increase typically calculated it to account for up to a 10% increase in revenue across the period compared to expected takings without the festival

Q: By how much, if at all, were takings/turnover up in relation to a comparable 10 day period NOT during City of Ale?

Confirming some increase in revenue:• 65% of

publicans• 25% of brewers

17

10

36

13%

26%

9%

52%

Strongly agree

Agree

Disagree

Strongly disagree

No reply / don't know

The Brewer’s Market (Brewers only)

Although around half did not comment on the Brewer’s Market, those who gave an answer generally disagreed that it was a success for their business

Nonetheless, there was some indication that it was still considered a good attraction, and for some was their main opportunity of increasing sales

Base: 23, all brewers; single response

Q: The Brewer’s Market was a success for my business “Though we have said we ‘disagree’ that the Brewer’s

Market was a success for us, I would still like to see it

continue into 2015, I believe it is a nice attraction for City of Ale and a way for the brewers

to support the festival” (Brewer)

“Sales only increased during the week due to me doing the

Brewer’s Market” (Brewer)

37

4%

30%

48%

17%Strongly agree

Agree

Disagree

Strongly disagree

No reply / don't know

Selling to new pubs(Brewers only)

Around a third (34%) said that they sold to new pubs However, there does appear to be some feeling that this is an area which could be

improved in next year’s festival: Some brewers suggested that publicans didn’t try and stock from them, while

conversely some publicans mentioned that they weren’t actually contacted by the brewers.


Q: I sold beer into pubs I don’t normally deal with

“I had no sales calls from local breweries other than those I

normally deal with” (Publican)

“Retailers (need) to be more committed to taking beers from

sponsors and local brewers” (Brewer)

“Pubs should have to stock local small brewers beer to join in City

of Ale” (Brewer)

38

Increasing footfall

39

75+%

51 - 75%

26 - 50%

11 - 25%

1- 10%

0% (no increase)

0 10 20 30 40 50 60

3

38

41

17

Increase in footfall?(Publicans only)

%

The vast majority of publicans (82%) saw an increase in footfall Where seen, the increase in footfall was typically up to 25%, although one publican

saw an uplift of over 50%


Q: By how much, if at all, did footfall increase in your pub?

Publicans seeing some increase in footfall: 82%

40

10%

62%

24%

3%

The festival appears to have attracted new visitors, with 79% of publicans saying they saw more new faces than usual, and 72% reporting more people from out of the region

However, there is perhaps some feeling that if the festival is primarily aimed at local residents it would be less reliant on national support

17%

62%

21%

Strongly agree Agree Disagree Strongly disagree No reply / don't know

More new faces and visitors from out of the region?(Publicans only)


Q: I noticed more visitors in my pub from out of the region this year

Q: I saw more new faces in my pub during Norwich City of Ale than at

other times

“Getting the support of the people of Norwich first, I believe,

is the way forward rather than relying on people from out of the

county to make the event” (Publican)

“It did bring a lot of people to Norwich!” (Publican)

“It seemed to bring in an increasing number of visitors from outside of Norwich and

Norfolk” (Publican)

41

31%

45%

14%

10%

Strongly agree Agree DisagreeStrongly disagree

Ale trails worked?(Publicans only)

The ale trail was considered to have worked well in getting people to try new pubs

However, perhaps different label pins would prove a good incentive to complete more than one trail


Q: The ale trails worked well in getting people into pubs they wouldn’t usually visit “The ale trails were a key driver for

people visiting a good number of pubs” (Brewer)

“Different rewards for different ale trails, the general consensus was that most customers didn't want the same pin badge for different trails and openly claimed that they weren't

going to do any more for this reason” (Publican)

“Different coloured pins for each trail” (Publican)

42

2014

More people collecting ale stamps? (Publicans only)

Ale trail ‘growth rates’ were seen by just over half of publicans (55%)

Base: 29 (2014), 25 (2013), all publicans; single response

Q: I noticed more people collecting Norwich City of Ale stamps this year

?7%

Strongly agree48% Agree

31% Disagree

3% No reply

10% Strongly disagree

2013 ?24%

Strongly agree52% Agree

20% Disagree

4% No reply

0% Strongly disagree

43

Individual preparations for the festival

44

The majority said they both stocked more beer than usual and ordered different beers for Norwich City of Ale 2014

38%

41%

17%

3%


31%

55%

10%

3%


Stocking more and ordering different beers?(Publicans only)

Q: I ordered different beers (increased range of options) to my regular stock for Norwich City of

Ale 2014

Q: I stocked more beer (in volume) than usual during Norwich City of Ale 2014

45

26%

57%

17%


9%

65%

4%

22%

Brewing more beers? Beer a fair payment?(Brewers only)

Three quarters (74%) did not brew more beers than usual, although just over a quarter did increase production

The donation of beer was generally considered to be a fair payment


Q: I felt the donation of beer was a fair payment

Q: I brewed more beers than usual during Norwich City of Ale 2014

46Running more events?(Publicans and brewers)

As in 2013, there was a mixed response towards running more events Pubs were slightly more likely to put on more events than breweries

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

17

8

9

7

8

35

48

43

30

21

24

9

24

18



Q: I ran more events than usual during Norwich City of Ale 2014

47

Organisational aspects

48

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 20% 40% 60% 80% 100%

9

4

52

66

59

39

28

33

7

4


Well organised?(Publicans and brewers)

Publicans and Brewers both largely agreed that Norwich City of Ale 2014 was well organised

Organisers were praised for their enthusiasm and thanked for making the festival such a success


Q: I thought Norwich City of Ale 2014 was well organised

“Really well organised and

brilliant event!” (Publican)

“I thought it was well organised and publicised and brought consumers into the

city. I felt that there was plenty of enthusiasm for the event this year” (Brewer)

“A big thank you to the organisers - a

great success” (Publican)

49Enough publicity? (Yes)(Publicans and brewers)

The vast majority (92%) thought that this year’s festival was well publicised Professional promotional material and a national reach were particularly noted

this year

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 20% 40% 60% 80%100%

4

14

8

65

48

57

30

38

35



Q: I thought Norwich City of Ale 2014 was well publicised

“Very well publicised, picked up by national publications” (Brewer)

“Publicity was well handled and more wide reaching than last year, this certainly supported events which were held by

individual pubs. Design and promotional material is well and consistently designed”

(Publican)

“The image and promotion was very professional” (Publican)

50Enough publicity? (No)(Publicans and brewers)

However, the timing of receiving banners and posters is generally seen as too last minute, with a feeling that more display time would be more productive in generating interest

One publican also noticed a few mistakes in the programme


“Locally, we need to have posters, even if just generic with the dates, out there MUCH sooner, as, although the social media is amazing, it's still quite a ‘traditional’ market on the street - by

the time posters, programmes etc. got out there into the pubs, where the more (traditional, local) drinkers are it was too late for most to get interested and sign up for crawls/events”

(Publican)

“Ensure that details of events at participating pubs are correct up on publishing the booklets – for example, barbecue events and phone numbers of pubs were incorrect this year” (Publican)

“Every year we are charged for a banner which turns up less than a week before the event and this year’s was two days before the event. This is absolutely pointless and a complete

waste of money. The banners should be supplied at least a month before the event, enough time to be put up by the pub and for the event to be advertised” (Publican)

51

66%

31%

3%

Strongly agree Agree DisagreeStrongly disagree

Enough copies of the programme?(Publicans only)

Nearly all publicans said that they had enough copies of the 2014 programme In fact, one publican suggested that a more economical distribution would be to

provide more programmes to central pubs rather than those at the end of trails


Q: I had enough copies of the Norwich City of Ale 2014 programme

“Outlying pubs don’t need as many

programmes as I only got rid of about

10 as most pick them up in the city first before doing the outer trails…

perhaps this money could be used elsewhere?” (Publican)

52

Future outcomes and thoughts for 2015

53Expect to gain more future business as a result?(Publicans and brewers)

Overall, just over half (59%) expect to gain more future business as a result of participating in Norwich City of Ale 2014

However, there is some feeling that the financial benefits of participating are limited to the festival period

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4

3

4

9

4

48

24

33

35

59

49

4

14

10



Q: I expect to get more future business as a result of Norwich City of Ale 2014

“Publicans appear to buy more beer, but what is unsold detracts from our sales in subsequent

weeks” (Brewer)

54Like to take part in 2015?(Publicans and brewers)

Enthusiasm about taking part in next year’s festival is strong from both publicans and brewers

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 20% 40% 60% 80% 100%

4

2

48

52

49

48

48

49



Q: I would like to be a part of Norwich City of Ale 2015

“Will do it again for sure!” (Brewer)

“Count me in next year!” (Publican)

552015 to focus exclusively on local beers?(Publicans and brewers)

Opinion was split about keeping the festival exclusively focussed on local beers Publicans typically want to be able to showcase a wider variety of beers Brewers, conversely, would prefer if priority was given to their local offerings

Brewers (N=23)

Publicans (N=29)

Overall (N=51)

0% 20% 40% 60% 80% 100%

9

17

14

26

34

31

65

41

51

7

4

Strongly disagree Disagree Agree Strongly agree


Q: Norwich City of Ale 2015 should continue to focus exclusively on local beers

“It's nice that locally brewed beers have such a large presence in the

media at this time, but it is still true that managing to get and keep local

ales into local pubs is a mighty struggle” (Brewer)

“How about Norfolk (or even Norwich) breweries being listed first?” (Brewer)

“Open up the festival to brewers from outside the region. This was mentioned

by a lot of people” (Publican)

56

30%

43%

17%

4%4%

Strongly agree Agree Disagree Strongly disagreeNo reply / don't know

Around three-quarters (73%) of brewers showed some interest in producing a special beer for next year’s festival

However, there are perhaps some concerns that this should be a truly unique beer rather than a re-branded blend

Interest in producing special beer for 2015 festival?(Brewers only)


Q: I would be interested in brewing/mixing a special beer for Norwich City of Ale 2015

“Please stop encouraging brewers to make ‘festival specials’ as there are mostly a standard beer re-badged

which I think does nothing to support the diversity and variety of beers on offer and is simply a money spinner

for the brewer” (Brewer)

2015

57Suggestions for the future(Publicans and brewers)

Base: all respondents; unprompted, open response

Q: How could Norwich City of Ale be improved in the future?

“Advertising material needs to be delivered earlier than four days prior to event” (Publican)

“Pubs should have to stock local small brewers beer to join in NCoA” (Brewer)

“Program available further in advance to

encourage pre-booking” (Brewer)

“More advanced planning.... pubs signed up earlier”

(Publican)“A list of pubs taking part available to brewers for direct sale/contact to be easily made for the event” (Brewer)

Encourage publican/brewer networking

Finalise details earlier

“Showing more support for smaller breweries as larger breweries seem to overrun the campaign with their marketing, leaving little room for others” (Brewer)

“Rally more support from smaller breweries, maybe as a co-operative of small producers” (Brewer)Involve smaller breweries

58

Summary of trade feedback

59Summary: tradeOf the trade respondents…: 98% found participation in the festival enjoyable 92% thought that the festival was both well organised and well publicised 69% considered it to be a success for their business

76% of publicans and 43% of brewers saw an increase in beer sales +4 was the average number of extra firkins sold by each pub during the festival 82% of publicans saw an increase in footfall, 79% said they saw more new faces

than usual and 72% saw more visitors from out of the region 79% of publicans stocked more beer (in volume), and 26% of brewers brewed more

beer 86% of publicans stocked more varieties of beer for the festival 59% expect to gain more future business as a result of taking part 98% are keen to take part next year

73% of brewers showed interest in producing a special beer for the 2015 festival

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