Winchester-based Upham Brewery will offer more than 200 beers at its upcoming festival

Faye Pain of Upham Brewery

Faye Pain of Upham Brewery

First published in Business Daily Echo: Photograph of the Author by , Senior Reporter

THERE’LL be none of the lederhosen-clad drinkers and the fulsome wenches of their German counterpart.

But while Hampshire’s very own OctoberFest will only be a fraction of the sprawling Bavarian namesake, there’ll be plenty of cheer with the beer.

And to make sure the festival has plenty of oomph, Winchester-based Upham Brewery is sponsoring the region’s finest beer and food producers.

It is a major move for the brewers, as it their first ever headline sponsorship.

More than 12,000 beer fans are expected to flock to the event, which takes place from October 3 to 5 at Basingstoke Sports and Social Club, to taste more than 200 beer brands.

Faye Pain, sales and trade marketing manager at Upham Brewery, said: “Hampshire’s OctoberFest is a key date in the county’s diary and a beacon event for beer and food producers across the region, as well as being very much recognised for its live music.

“Hampshire is our heartland so Upham Brewery is hugely proud to put its support behind OctoberFest and we look forward to welcoming everyone to what will be a fun and exciting event.”

A comprehensive campaign has been planned which will include outdoor advertising, social media and media partnerships.

It will also involve competitions to win OctoberFest tickets and dinner at an Upham Brewery pub.

A change of venue from its traditional base at Milestones Museum will also mean the organisers can deliver more family activities, including a bigger fun fair, go-karts, inflatable slides, an assault course, pony rides and children’s petting farm.

The size and capacity of the main festival marquee will be increased, and there will be more craft and gift stalls for visitors to browse.

More than 30 bookings have already been made, including a graffiti artist, a double-decker bus hosting a fun photo booth and a beautician stall.

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