Beer festival 'proves' that success breeds success

The Farsons Great Beer Festival has become such a popular summer event that the public has started planning other events around it, according to research carried out by the company.

"Over the years those who used to decide to visit the festival on the spur of the moment are now planning ahead - we also have a lot of repeat custom," said Ray Grech, general manager of marketing and exports at Simonds Farsons Cisk plc.

Over 70,000 people took the trip to Ta' Qali Park last year to have a beer and relish the entertainment and Farsons is hoping more would attend this year's 25th celebration.

The 25th edition, being held from July 22-31, promises to be another success with an array of local and international beers and the best local artists and bands.

"The festival is a highlight of Malta's summer events calendar. No one would have imagined that this festival would grow as it did during the last 25 years - success breeds success, Mr Grech said.

The festival was held for the first time in 1981 at the Farsons Brewery in MrieHel and then shifted to San Anton Gardens before relocating again to Ta Xbiex Gardens for a number of years.

As it continued to grow in size the festival moved to Ta' Qali Park four years ago - with better parking facilities, it has proved to be a good move.

The greatest attraction at the festival is of course, the beer! The fine beers will be complemented with a wide variety of cuisines from Chinese to Turkish, pasta, ribs, chicken, pizza and more.

For the third year running beer drinkers have the opportunity of adding the official 25th anniversary beer festival mug to their collection. This will be available at all bars.

This year's edition will kick off with a re-enactment by the In Guardia Parade in full costume and an announcement by a town crier.

The festival is also a celebration of the best in local musical talent. Every evening different shows are presented on two stages. The main stage features a host of Maltese singers.

Top local bands will perform live at the rock stage at the World Beers Area.

"The festival has become a showcase for the best in local talent. We are proud to have always supported our local artists through this free 10-day event," Ivan Filletti, marketing manager, said.

Matthew Cuomo, the Beer Festival organiser, said: "This festival has proven that constant innovation and meeting the expectations of the festival goers is the cornerstone of success. The number of visitors has grown incredibly over two-and-a-half decades."

Ir-Razzett tal-"biberija will also be at the festival this year, giving out a great prize every night in order to raise funds. Tickets for the lottery can be obtained from their stand.

The festival is bent on providing fun for people of all ages and families. A designated play area for young children has also been set up with games and activities creating a truly festive atmosphere.

The festival will open every day from 7.30 p.m. onwards. Entrance is free.