How To Beer Week: An Organizer’s Guide


A detailed, 26-page downloadable guide to organizing and operating a beer week, by the creator of America’s first and largest citywide beer week. Each purchase includes 1 hour phone consultation with Don Russell.

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In 2007, a small group of devoted Philadelphia beer lovers sat around a barroom table and asked, “What if…?” What if we held a weeklong celebration of beer?

That simple conversation launched Philly Beer Week, the first citywide beer celebration in America. In its first year, Philly Beer Week exceeded the size of any beer festival ever held in the city. It soon grew to more than 1,000 separate events over 10 days in June. People noticed, and within 3 years more than 100 cities worldwide, seeking to copy the sensation of Philly Beer Week, launched their own beer weeks.

Some have been successful, others need help to survive, and still other cities wonder if they can do it, too.

As creator and first executive director of Philly Beer Week, I had to learn “How to Beer Week” by trial and error. You don’t have to go through the same difficult learning curve. This report shares what I learned, so you can save time and money as you build your own city’s Beer Week.

Includes details on…

  • Why a beer week?
  • Setting up an organization.
  • Soliciting participants.
  • Establishing a media partnership.
  • Attracting sponsorships.
  • Creating events.
  • Printed guide, website & app.
  • Public relations & advertising.
  • Merchandise & collateral.
  • Working with a tourism agency.

Whether you’re starting a new beer week or seeking to upgrade your existing festival, this guide is ideal for you and your team.

Learn how my team built Philly Beer Week into the grandest beer festival of its kind, and how you can do it in your own hometown!


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