Microbreweries Showcase in Melbourne

Microbreweries Showcase in Melbourne

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Thorny Devil wants you to live and learn all about craft beer: so we give you all the craft beer news = globally; hope the following article helps you understand more about craft beer:

 

 

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Thorny Devil strives to provide irresistible flavours of crafted beer in Australia. The Federation Square Victorian Microbreweries Showcase has been a fixture in the Melbourne beer calendar for years. In recent years, the bi-annual event has grown to fill every nook and cranny of the Atrium with brewers, brewing companies and stalls touting craft beer related businesses. It has drawn queues over its two nights that have meandered around the edges of the venue and along Flinders Lane. Most recently, a Cider Garden has been installed in the BMW Edge too.

 

And now it’s set for its biggest shake up yet; in fact, the event known as the Microbreweries Showcase is no more and will be replaced with the “Flavour Exchange”. This new event will run quarterly and, from 2014, will move from a Wednesday and Thursday evening to Thursday, Friday and Saturday evenings. Perhaps the biggest change, however, is the addition of wine to the lineup.

 

The new concept has been created by Dig&Fish, the marketing business that has taken over event management for the Showcase Series from Fed Square this year. Dig&Fish was recently formed following a merger of Dig Marketing and 2Fish Management, who between them have wide experience in the food and drinks worlds. The challenge from Fed Square was to take events that had been following a similar format for a decade and evolve them into something fresh.

 

“The Dig&Fish response proposed a new style of event for highly engaged consumers who have an ever-broadening interest across all drinks categories,” says Angie Bradbury, co-founder of Dig&Fish. “The explosion of food and lifestyle content, interest in provenance of food and drinks and a desire to meet the people who make it all happen has been the foundation of the Flavour Exchange concept.”

 

As well as bringing beer, wine and cider together, this will also see the introduction of seasonal themes for each Exchange.

 

“Food is a very important element that we want to have a higher profile and we very much want to see the event become a genuine experience as opposed to the same, traditional tasting / drinking format that we have all seen so much of,” says Angie.

 

 

 

For details see: https://craftypint.com/news/

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