Heineken UK has launched a free toolkit designed to help pubs create their own beer festival experiences and attract customers during quieter trading periods.

The new Beerfest Manager’s Guide offers practical support for operators interested in hosting beer-focused events, from organised tasting sessions to more informal formats that allow customers to explore different styles at their own pace.

Designed to be accessible to venues of different sizes, the guide focuses on making use of the draught products pubs already stock, with packaged beer options suggested where operators want to broaden the range available.

It is accompanied by free, editable promotional materials intended to help pubs plan, market and deliver their events.

The launch comes as consumers increasingly look to hospitality venues for experiences as well as food and drink. Research cited by Heineken UK found that 68% of consumers visit hospitality venues for events at least once a month, while 30% attend themed events in groups of five or more.

John Blackley, Commercial Manager for The Pub Show, welcomed the initiative, saying: “Beer festivals give pubs another reason to bring people together and can be particularly valuable during quieter trading periods. Not every operator has the time or resources to create an event from scratch, so a practical guide and ready-to-use materials are a good idea.

“The format can be adapted to suit the venue, its customers and the products it already serves. It also creates opportunities for operators and their teams to share their knowledge, introduce customers to unfamiliar beer styles and turn a visit to the pub into more of an experience.”

Heineken UK also points to growing interest in drinks discovery, with 15% of consumers saying sampling is an important factor when choosing a drink and 14% actively looking for tasting notes.

Serena Smith, Head of On-Trade Category at Heineken UK, said events remain one of the most effective ways for pubs to generate excitement and encourage visits.

She added: “The Beerfest guide has been designed to be simple, flexible and accessible for venues of all sizes. For operators, it’s a straightforward way to turn beer into an experience rather than just a purchase, creating occasions that drive footfall, increase engagement and give customers a reason to return.”

The Beerfest Manager’s Guide, event-planning resources and editable marketing materials are available to download free of charge from the Heineken Beerfest activation page.