Historical ale trails to feature in 2018 City of Ale
PUBLISHED: 10:59 14 February 2018 | UPDATED: 16:30 14 February 2018
Historical ale trails will be launched at this year's City of Ale as points of interest around the fine city are brought into the usual pub crawls.
The festival will return for its eighth year in May and will seek to build on the classic ale trials, made up of groups of six or seven pubs bisecting the city.
“The trails guide visitors through the city to provide a view of its streets, lanes and architecture through the lens of its pub and rich brewing heritage,” said Dawn Leeder, co-chair of City of Ale.
“It allows visitors to the city to explore it through the familiar device of visiting a sequence of wonderful, welcoming pubs and bars.
“For city residents, the trails provide a similar function, guiding them to pubs they may never have visited or not been to for a very long time. We get many comments about what an enjoyable experience people have navigating the trails – they work as both a voyage of discovery or nostalgia.”
Fir the first time this year the trails will include information about historic sites and landmark buildings along the way.
Norwich City Hosts will assist in guiding visitors round the city and steering them to a suitable pub.
The City Hosts are organised by Norwich Business Improvement District, the main sponsors of the City of Ale festival. Norwich BID works to improve the economic success of businesses within the BID area, and by supporting successful initiatives such as City of Ale, seeks to increase the attraction of Norwich city centre as a place to visit, work, live and enjoy.
“City of Ale is a superb celebration of fine ales, breweries and pubs which adds to the vibrancy and rich brewing tradition and history of Norwich.” said Stefan Gurney, Executive Director of Norwich BID.
“The festival has seen considerable growth in recent years and is now one of the key events in the Norwich calendar.”
Collaboration with Sheffield Beer Week is also ongoing. Tap takeovers are planned with a bevy of Norfolk beers to get a showing at Sheffield Beer Week in March and a reciprocal amount heading south for City of Ale in May. Organisers of both festivals are also sharing templates and outlines to make beer-related event planning and delivery easier in the future.