The popular refrain from the 1971 Gene Wilder classic Willy Wonka and the Chocolate Factory seemed the most appropriate way to describe my excitement when I found out I would be attending the Great American Beer Festival in Denver. As a lover of craft beer I was vaguely aware of the festival but never thought I would have the opportunity to attend. I’ve been to several West Michigan beer festivals but I was not prepared for the wonders that awaited me in scenic golden Colorado. Oh, and Golden, Colorado is the home of Coors… right? Get it? Golden ticket? Never mind…
The Great American Beer Festival was started in 1982 and had 24 breweries, 47 beers, and roughly 800 attendees in the Harvest House Hotel in Boulder, Colorado. Fast forward to 2017 where some 60,000 attendees, 3,900 beers, and 800 breweries were crammed into the Colorado Convention Center in downtown Denver. Tickets sold out in just over four hours.
In an attempt to the make the trip as affordable as possible we packed up the MittenBrew-Subaru and made our way from the Midwest to the Rockies. We agreed to make the drive casual and did so by stopping at some cool places like 3 Floyds, The World’s Largest Truck Stop, several Kum & Go gas stations as well as a Pump and Pantry (no, I am not making those last two up). Once in western Illinois, the long straight highways were lovingly hugged on both sides by vast expanses of corn, grassland, and not much else.
We intentionally arrived two days early to hit some of the amazing breweries that call Colorado home. In no particular order we hit Avery, Oskar Blues, Crooked Stave, Bull and Bush, Left Hand, Wynkoop, Great Divide, Bootstrap, Mockery, Black Shirt, and Colorado’s own—Coors. At each location we were greeted warmly, treated well, and welcomed back. It’s a town very much in love with its beer, both macro and craft.
Returning to luxurious hotel accommodations after each day of exploring might have been nice, but we chose to camp with some great friends from Railtown Brewing and City Built Brewing. Warm, clear sunny days gave way to frosty cold nights (we’re talking 3 layers to sleep cold). I dreamt of having all 4 of Charlie Bucket’s grandparents on my air mattress to keep me warm. Ok, that may have been an overshare.
Thursday, the opening day of the festival, arrived and it was lovely outside—warm, sunny and just really pleasant. We attended the Michigan Brewer’s Guild gathering at 1-UP-LODO which was a lot of fun to watch. Brewers talking beer, the local sites, and playing vintage arcade games. I used to be a decent Galaga player, I am sad to report I am not any more. I was much better at KISS pinball. After some great laughs and beers we headed to the festival.
The Colorado Convention center is monstrous and appears to be guarded by a frozen two-story tall blue bear. The general admission line was wrapped around the building and I never actually saw the end of the line, and this was almost 45 minutes before the gates opened. People were enjoying the sunny weather and the glorious anticipation of tasting some of the best beers in the world. It was very much like the 5 golden ticket holders meeting Willy Wonka at the gate when we arrived at the event door to get our media credentials—except that there were 2 of us.
I have attended large techie conventions before, but to see that many brewery booths was really overwhelming. Media attendees were granted early entry so I got to walk in and see the place before the onslaught. I casually strolled in trying to maintain my composure while planning my dark beer “must haves.” While perusing the giant map and list we began to hear bagpipes which meant the festival was about to open to the attendees. Reading that 60,000 people attend over the 3 days was a neat fact but it didn’t occur to me what that would look like. There must have been 2,000 people just standing inside the main door waiting to go through the gates. It was literally a river of beer shirts, beards, cargo shorts, weird hats, costumes, and smiles. The vibe was really positive. It was also clear that many people knew exactly where they were going right away, some even running to get that first pour of their favorite libation.
From that moment on it was elbow to elbow with people laughing, smiling, and celebrating the wonderful gift of beer. I was ecstatic to get some fantastic beers that I hadn’t tried before like Double Barrel Baptist from Epic, Barrel Aged Ten FIDY from Oskar Blues, Tweak from Avery, and to close out the festival I had a pour of Utopias from Samuel Adams. What an amazing journey of beer and community.
These are my tips for first time attendees:
- Cell phones are only good for taking pictures of your drunk buddies or co-workers. Don’t plan on making calls or getting texts in the convention center during the festival.
- Know where the bathrooms are. It’s a long walk to anywhere on the convention floor and it takes 10 times longer trying to move through the crowds.
- Pace yourself and stay hydrated #betterdrinkingculture
- Smile and take it all in. The sooner you settle into the scene, the sooner you’ll realize you’re with friends.
- Try something new. I am a dark beer lover and I had a sour or two—I let my hair down.
- If you find yourself on a brewery tour and are invited to hold a hop pellet, might I recommend that you don’t eat said hop pellet. Trust me.
It was an amazing adventure and while I didn’t win control of the chocolate factory I did get to meet some great people. Dates for the 2018 Great American Beer Festival are September 20th – 22nd in 2018. I’ll be seeing you then Denver, and not as a green newbie this time!