Manchester beer festival sorry over 'less than perfect' event

The International Brewing and Cider Awards Festival was described as lacking atmosphere

A beer festival's organisers have apologised after the event was panned by a number of guests.

The first International Brewing and Cider (IBC) Festival was held in Manchester over the weekend.

But the not-for-profit event was hit with complaints about rude staff, cold conditions in the Mayfield Depot venue, and a poor atmosphere.

IBC has apologised that some visitors had "a less than perfect experience".

An image from Saturday night at the International Beer and Cider Festival

One guest who paid £38.50 for a ticket contacted the firm on social media platform X to describe it as "by a country mile the worst event - not just beer event - I have ever attended".

He drew comparisons with the ill-fated Willy Wonka experience in Glasgow, which became a viral sensation and subject of a TV documentary after families found "little more than an abandoned, empty warehouse".

Freddy Hardy, co-founder of independent Manchester brewery Courier Brewing Co. said a low turn out in such a large venue meant "the vibe… just wasn't there".

The 35-year-old added that he had agreed to stay until the end on Friday, but estimated he had only sold beer to around 20 people - 10 of whom he believed to be other people from the industry.

'Freezing'

Bolton barman Matt Turner-Allen said he paid £38.50 for a ticket that came with six tokens - but only for half pints of selected drinks.

He said he was surprised at how quiet it was and found the venue to be "freezing".

"It is an old brick structure at the end of March, which if it is packed is fine but this was just not the right venue.

"I texted my boss in Glasgow, and I said this is the Willy Wonka festival of Manchester.

"I have young kids and I have to be selective with my nights out, so it was a big disappointment," he added.

The International Brewing and Cider Festival said it made efforts to improve things as the event went on

Manchester-based beer writer Matthew Curtis told the BBC he estimated crowds to be no bigger than 50 to 100 at any time.

He described the atmosphere as "very muted".

A spokesperson for the IBC festival said the event was "our first festival" and "there will be learnings".

The organisation said it counted about 800 attendees across four sessions, two on Friday and two on Saturday, and said it had "only had a couple of direct complaints".

The spokesperson told the BBC: "As the organiser of the oldest international brewing and cider awards in the world, we held the Awards in Manchester this year and wanted to bring the entries from around the world to the public in the city.

"We adapted throughout the two days, ironing out some early teething troubles to deliver a better model as the event progressed."