A model pours beer into a long-neck glass at the press conference of Lan Kwai Fong Beer Festival 2010 at Lan Kwai Fong Monday. Themed as "An Oasis in the Hot Summer" this year, interactive games as well as drinking and eating competitions will be organized to entertain local and foreign visitors alike. EDMOND TANG / CHINA DAILY

Despite small 100 x 200-meter venue, district is ready for year's big beer fest

More than 150,000 visitors are expected to descend on Lan Kwai Fong during the area's 7th annual beer festival later this month.

Hoping to keep the ball rolling after the conclusion of the World Cup July 12th, Lan Kwai Fong Association Chairman Allan Zeman said he expects crowds to break last year's record of 125,000 attendees during the July 17 and 18 tribute to lagers, stouts and amber ales.

"World Cup or no World Cup, people love to have a cold beer with their friends and its going to be a real carnival atmosphere. (We have) more than 100 brands from 30 different countries, from all over Europe, all over China, from everywhere. The best beers in the world," he said.

Hailed as the Central bar district's most attended festival, compared with the roughly 100,000 revelers during the area's two-day Halloween festivities, this year's beer festival will include performances and game stalls along with local and overseas live bands, cooking demonstrations and the festival's signature Miss Lan Kwai Fong Beerfest Contest.

Aside from arm wrestling and beer drinking contests, those hoping to make a game out of the two days can also try to break last year's Spiceburg Eating Contest record of 10 seconds.

Although the number of expected attendees dwarfs the roughly 25,000 attendees at Singapore's second Beerfest Asia last month, the number of beer brands on offer at Hong Kong's festival will be fewer than half of Lion City's 250 brands on offer during its June 16 to 20 party.

Lan Kwai Fong Entertainment Director of corporate business development Caroline Chow said there was some difficulty securing licenses for foreign brands to be brought into Hong Kong.

Despite a relatively limited array of suds on offer, party goers will still be hard-pressed to down a pint of each and every brand offered during the festival, but sales receipts show revellers do put in the effort, according to Marketing Director of El Grande Holdings Rhys Adams, who said Sunday sales at its Hong Kong Brew House typically doubled during the festival.

Even though the district is bracing itself for a huge influx of drinkers and onlookers, Lan Kwai Fong Association Director Tommy Fong is confident the 100 meter by 200 meter bar district will be well sewered and prepared.

"Although we will not have any portable toilets, all of our outlets will be open so people can relieve themselves and we will have police and St. John's Ambulance on standby," he said, adding the association has also contracted cleaners to handle the clutter.

China Daily

(HK Edition 07/06/2010 page1)