Craft Beer Rising hosts pop-up at Whole Foods

Organisers of the Craft Beer Rising festival are teaming up with Whole Foods Market to create a ten-day event this month.

Whole Foods houses Craft Beer Rising pop-up pub
Whole Foods houses Craft Beer Rising pop-up pub

The event, organised by Elastic, will be hosted in Whole Foods Market’s High Street Kensington store on 8-16 June, transforming the main display window into a pop-up pub to help celebrate craft beer and the breweries that produce them.

Visitors will be able to relax and enjoy a selection of tipples from UK and European breweries at the pop-up outlet.

In the week commencing 10 June, the Craft Beer Rising pop-up pub will be used to host a series of intimate beer and food tasting evenings, staged by six specially selected breweries.

The ticketed events will be hosted by the likes of Melissa Cole, author of Let Me Tell You About Beer, and Ben McFarland of The Thinking Drinkers. Tickets have been made available through online ticketing platform Eventbrite for £20, which includes six beers, a variety of foods and a stemmed beer glass.

Breweries which will be making an appearance during the six-day long takeover schedule include Harbour Brewing Co, London Fields Brewery, Otley Brewing Company, Beavertown Brewery, Brewers Union and Hogs Back Brewery.

Beer connoisseurs will also have the chance to visit a pop-up bar in the Whole Foods Market foyer area on 8-9 June and 15-16 June. It will be serving a selection of beers, which customers will be able to take around the shop with them and purchase to take home.

Chris Bayliss, director at Elastic, said: "Following on from the success of the inaugural festival we are continuing our mission with a series of pop up bars at a number of food events. A natural progression for this activity is to partner with stores.

"We have taken over the Whole Foods Market main window to stage a series of intimate 'meet the brewer' evenings with food pairing and guest speakers. The incentive for the breweries to get involved is gaining a listing in Whole Foods Market, so we are helping producers expand their distribution and hopefully increase their sales and brand awareness."

The Craft Beer Rising festival made its debut this year at the Old Truman Brewery. The London beer, music and street food event is due to take place between 20 and 23 February in 2014.

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