National craft beer showcase Beer Alive! comes to Sheffield
27 January 2017
A huge pop-up beer hall is set to appear overlooking Don Valley Bowl when BeerX 2017 returns to Sheffield for its fifth year.
BeerX 2017, the national beer and brewing event run by the Society for Independent Brewers (SIBA), returns to iceSheffield from 16-19 March and for the first time will feature a stand-alone pop-up beer hall for its BeerAlive! craft beer showcase for consumers.
While SIBA’s main national conference, AGM and trade show for members of the industry will remain inside iceSheffield and double in size in terms of its industry offering, the public beer festival has been completely revamped and relaunched as ‘BeerAlive!’.
Nick Stafford, SIBA operations director, said: “BeerAlive! is different to most beer festivals as this is organised by the brewers - therefore they demand that every beer poured is served from a fresh glass so visitors can enjoy each beer in the very best condition.”
The beers on sale will be SIBA award-winning brews from all regions of the UK, which means the very best independently brewed beer can be enjoyed under one roof. There will be over 120 gold-winning cask and keg beers plus hundreds of additional bottles and cans to enjoy.
The BeerAlive! pop-up beer hall - which will be fully heated and lit with proper flooring - will be open from 17-19 March and will feature eight regional bars serving SIBA gold award-winning cask and keg beers, which will be available all weekend, plus a large bottle and can bar.
Nick continued: “As always there’s a focus on quality dispense; every beer will be served in a fresh glass, with beer coming from temperature-controlled mobile cellars. This really is the best selection of independent craft beers you’ll find anywhere in the UK.”
The newly named BeerAlive! showcase will feature live music from soulful Sheffield crooner Vernon Lewis & E-Maculate on the Friday evening, followed by all final Six Nations rugby matches live on a giant screen on the Saturday and upbeat cover songs from local lads Skudoo.
A varied street food offering will be available from local specialist traders Percy & Lily’s, Fancy an Indian?, Pie Eyed, Meltworks and Caribou Poutine. There will also be snack offerings from Karkli, Smo Fo, Barmies and Corkers crisps.
Sunday brings a new event, Brunch at BeerAlive, with a relaxed family-friendly atmosphere and music from five exciting local acoustic acts curated by Sheffield’s Sofar Sounds.
Nick Stafford said: “The Sunday is a more relaxed day with brunch offerings from our street food traders, fresh artisan coffee, fantastic music and the chance to unwind before the week ahead.”
Visitors can reach the venue via tram or on the BeerAlive! vintage Routemaster, which will run on a loop from Sheffield City Centre, via the Fat Cat at Kelham Island and out to Don Valley Bowl. Travel on the bus is free but donations for Sheffield Children’s Hospital Charity are welcomed and the timetable will be available on the website closer to the event.
Tickets for BeerAlive are on sale now at beerx.org, priced at £7, including a free commemorative glass.