Siren wins national business award
FINCHAMPSTEAD brewery Siren has won a national business award.
It was named as the winner of the Marketing Implementation category at the annual Society of Independent Brewers Business Awards, held on Wednesday, March 16.
The brewery were awarded the accolade for its eighth anniversary beer festival, The Grateful Eight, which was held online in early April 2021.
Siren’s managing director, Darron Anley, said that the award was a validation of the brewery’s strong brand image and desire to try something different during lockdown.
“We wanted to find a way to run the best elements of a beer festival online,” he said.
“So we looked around for a platform which would enable us to offer different options at the same time.
“We found Canapii were a good fit for us, and they are based just down the road in Grazeley.”
Using Canapii’s software, Siren were able to run three simultaneous stages for 800 ticket holders to choose from on the day.
Along with the event access code, festival goers also received a box of 10 of Siren’s craft ales, a festival glass, snacks, and exclusive collectibles.
Events on offer as part of the line up included talks on beer label design, guided beer tastings, a cook-a-long and an inter-brewery lip-sync battle. There were chat rooms open alongside each session.
Mr Anley said that it “was a very ambitious event” for Siren to undertake.
“It was an unseen and untried format for us, and a step up from usual our online offering at that point.
“We wanted it to be accessible and it had to deliver.
“On top of the award, people are still telling us how much they enjoyed the online festival a year later.”