Lucky for some: Event hits its 13th edition with a move to Magazine London and a selection of 800 brews to sample
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“Good beer,” are the words on the lips of Greg Wells as we talk about the 13th edition of the event he co-founded in celebration of the beverage.
It’s a category that’s grown and keeps growing, meaning the organisers of the London Craft Beer Festival had to look for a larger venue.
“When we started, we attracted 2,000 people, now it’s 20,000 and there are still new people coming into the industry and doing amazing things – it’s brilliant,” said Greg, managing director of We Are Beer, which runs events in Manchester and Bristol as well as the capital.
“The decision to move to Magazine London on Greenwich Peninsula gives us a lot more outside space and that’s what our partners want so they can do bigger and better things.
“We’ve moved on from Tobacco Dock slightly south of the river, although with the way the Thames wiggles we’re actually a little further north than we used to be.
“We’ve worked with Broadwick, which owns the venue, for a long time and this is a purpose-built event space with a showground.
“You have the A2 right there and the transport links via the Jubilee line are brilliant – Canary Wharf is one stop across the water for the DLR and the Liz Line and we’re directly connected to Stratford and London Bridge.
“Our audience comes from London and the commuter belt around the city so it’s a good spot and it made sense to make the move.”
celebrating a growing category at the London Craft Beer Festival
So what’s in store for the festival as it expands further east on the banks of the Thames?
“It’s grown,” said Greg. “There will be more than 200 traders there including 150 drinks brands.
“Craft beer remains the core of what we do.
“When we started there were about 20 breweries in London and there are something like seven times that number now.
“As a category it started as 0% of the market and now it’s 10% nationwide.
“It’s still the second fastest growing category, but it has inevitably slowed, with post-pandemic and the cost of living.
“There is some consolidation happening – some of the smaller operations are joining together – but the main thing is that it’s now 50% of the beer market in London.
“When you go to a restaurant or a pub in the capital, the selection is often brilliant.
“It used to be hard-to-find – something hidden – but now it’s in every supermarket.
“We’re about celebrating good beer and that’s why we have some of the more traditional brands like Timothy Taylor and exciting brewers from Europe.”
a rundown of the event
On the face of it, the London Craft Beer Festival is a relatively simple proposition.
The ticket price covers entry and all beer with the chance to try more than 800 creations from scores of breweries.
The list is extensive, but the festival will include a strong showing from some of London’s celebrated brewers including DEYA (voted top at last year’s inaugural Top 50 UK Beers awards), Verdant and Tiny Rebel.
There will be international visitors too with beers from the USA, Europe and Australasia including New Zealand’s Garage Project new for this year.
Beyond the beer, there will also be plenty of spirits brands represented as well as wine and even sake and alcoholic tea.
In addition to the drinks, the festival offers a wealth of street food options and plenty of entertainment for those who like to dance off their drinks or even play crazy golf with Ballers.
There are four festival sessions to choose from, each lasting five hours on the afternoons and evenings of the two days.
These start at 11am or 6pm. Groups of four can also buy entry together for a discount.
For parties of eight or more, the festival offers Group Hospitality Tickets.
Alongside all beer and cider, these also include fast track entry, a main dish and side per person from the food traders, two vouchers for non-beer drinks (think cocktails and spirits), a guided festival tour with a beer sommelier on arrival and a dedicated meeting point and host for your group.
primed for growth
“We’re going to be a Magazine for the foreseeable future as we continue to grow the event,” said Greg.
“We want to become a part of the Greenwich community and for as many people in Canary Wharf and the surrounding areas to join us as possible.
“We’re very much an event that’s hitting the mainstream – at 13 we’re through the toddler years and into the angry teens.
“Thinking back, craft beer used to be about being dragged along by your aficionado friends to specific establishments.
“Now, from Bermondsey to Walthamstow there are whole clusters and neighbourhoods where it runs deep – beer, brewing and the whole culture around it is integrated into the city.
“People continue to change ,as well attitudes to drinking, where consuming beer may not be the centre of the experience when visiting a venue.
“But there are many other angles and that’s going to be a big part of the next decade – those who get their taprooms rights will be the ones that flourish.
“Consumer discernment remains really high – people want quality.
“If you look at areas like casual dining or fast food, the options available now are way more nutritious and flavourful than they were 20 years ago.
“I don’t think that’s going to go away, although people will always be looking for value too. Craft beer has always been welcoming – it’s never been about being super specialist and that’s the same as our event.
“It’s going to be a whirlwind, a kaleidoscope of flavour with beer, food, music and more.
“Come and join us, it will be brilliant.”
key details: London Craft Beer Festival
The London Craft Beer Festival runs at Magazine London from July 18-19, 2025.
Individual tickets cost £64.50 per person with other options available for a five-hour session.
Group tickets for four people cost £59.50 per person.
There are also options for fast-track entry and hospitality packages for larger groups including drinks and food.
Tickets cost £105 per person.
Find out more about the event here
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