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Umpf takes on expanded and relocated International Brewing & Cider Awards and Festival

The International Brewing & Cider Festival, a new two-day event which will take place in Manchester next year, has appointed Leeds and London-based integrated agency Umpf to help raise awareness of its inaugural event.

The new festival is being launched by the organisation behind the ‘Oscars of the brewing industry’, The International Brewing & Cider Awards, which is moving its biennial global Awards to Manchester next year.

Following its relocation from The National Brewery Centre in Burton-upon-Trent, the awards will be accompanied by a public festival for the first time in its 137-year history,

The event will offer festivalgoers a rare opportunity to taste a vast range of local, national, and international drinks, including award-winning beers and ciders from around the world.

Umpf will look after PR, social and influencer activity as well as email marketing support to raise awareness and generate ticket sales for the two-day event which starts on March 22 at Depot Mayfield, Manchester. Umpf’s studio has already designed the logo for the new festival.

Ruth Evans MBE, director of the International Brewing & Cider Awards and organiser of the festival, said: “Following the continued success of The International Brewing & Cider Awards, we are delighted to expand the competition with a first-of-its-kind festival.

“The Festival marks a transformative moment for us and we believe that, with the support of Umpf, we can make this inaugural event a huge success and a regular event in the calendar of beer and cider drinkers in the North of England and beyond.”

Adrian Johnson, founder and managing director at Umpf, said: “Manchester has a rich brewing history and an up-and-coming cider scene, we’ve got an iconic venue, the world’s best beers and ciders, live music and mouthwatering food, so we honestly can’t wait to get started.”

The International Brewing & Cider Festival will take place on Friday 22nd and Saturday 23rd March 2024, tickets will be available soon at the ibcfest website.

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