THE organisers of Tynedale Beer Festival, which raises tens of thousands of pounds for local charities every year, are widening the appeal of the event this year with a new-look image.

Launched more than 10 years ago by volunteers from Tynedale Lions and Tynedale RFC, the first festival in the RFC clubhouse at Tynedale Park is almost unrecognisable compared with today’s massive fund-raising event.

Around 6,000 people turn up each year to the rugby grounds, where a huge marquee hosts not only a wide range of beers, but ciders, perries, wines and a stage for live bands.

Steve Hull from the RFC and Bernie Quinn from the Lions, along with other members of the organising committee, sit down in September every year to plan the festival and moving with the times, they’ve launched a new marketing campaign and are embracing social media to get the message across that the festival has something for everybody.

“Competition is growing and people expect more – people with quite a large amount of disposable income,” said Steve.

“It’s the younger market and they are becoming very choosy about what they like and don’t like.

“So we discussed what we should do and how we should change things, starting with the logo to try to make sure we are appealing to younger people and women and families.

“It is a bit of a refresh with our marketing. We have got bigger and bigger each year and we do not want to stand still.

“We are improving the food with food stalls and we are trying to make the food more attractive. If you go back a few years it was burgers, but today we want to offer good quality.”

Look out this year for street stalls selling food which discerning drinkers can match with their favourite tipple. It’s all part of a drive to promote the festival as a showcase for good quality food and drink, rather than a strict preserve for real ale drinkers.

Bernie pointed out the vast quantities of prosecco sold last year – an example of the festival’s change in direction.

“We have moved from being amateurs if you like, to a more professional association,” he said.

“It is just that if we are going to survive and ensure the festival goes on, we have got to be very good.”

That’s not to say the main focus is no longer on the beer. A line-up of more than 100 ales is promised at this year’s festival, which takes place between June 18 and 20.

The age of the smart phone has also not been overlooked and social media now plays a big part in publicising the festival.

“Last year we started off our Twitter site and someone else in the Lions was doing Facebook,” said Steve.

“This year the Facebook and Twitter pages have been redesigned and we now have a social media co-ordinator who is attracting people who perhaps would not have seen us before.”

Bernie added that when online ticket sales were introduced last year, 40 per cent of tickets were sold via the internet.

With around 6,000 people turning up at last year’s festival, the organisers are hoping to increase that by 10 per cent this year.

“People’s expectations are much higher,” said Bernie.

“Although we can’t do much about the weather, we can provide conditions to make sure people have the best time they can have. And we are bringing people into the area. They are staying in B&Bs, hotels and helping the economy.”

Steve summed up: “We always take the view that we can’t roll out the same thing each year. You have got to move forward.”