A well-curated beer festival is a feast for the senses – especially taste – and nothing should detract from that. Music and entertainment are integral for creating atmosphere, but if they’re too loud or ill-timed, they can quickly overpower the very tasting experience attendees came for.
The goal is to strike a perfect balance where sound energizes the crowd but still lets conversations flow and flavors shine. Veteran festival producers around the world have learned through experience that mindful planning of music and entertainment can elevate a tasting event rather than derail it. This guide shares practical wisdom on how to book and manage sound that complements a tasting environment, covering everything from decibel targets and stage positioning to programming around special beer tappings, as well as tips on MC scripting and playlists to keep education and energy in harmony.
Let the Beer Be the Star
In any tasting-focused festival – be it a craft beer jamboree in the US, a wine fair in France, or a whisky expo in Scotland – the beverage is the star of the show. Festival organizers should ensure that nothing (not even the entertainment) upstages the beer itself. Attendees come to savor flavors, discover new brews, and chat with brewers and fellow enthusiasts. If ear-splitting music forces everyone to shout, it not only frays nerves but also dulls the tasting experience. Studies have shown that loud background noise can actually impair the ability to perceive certain flavors, making beers taste flatter and less nuanced than they truly are. For example, an imperial stout’s subtle chocolate notes or a delicate saison’s herbal aromas can get lost when decibels soar. Attendees also need to hear and be heard – whether they’re asking brewers about a beer’s ingredients or simply discussing favorites with friends. By keeping the auditory atmosphere in check, a festival producer makes sure the focus stays on the craft beverages and the rich interactions around them.
Decibel Targets: Keep It Conversation-Friendly
One of the first steps in planning festival sound is setting clear decibel level targets that keep music ambient and enjoyable, never overwhelming. A good rule of thumb is to aim for sound levels that allow comfortable conversation. In practical terms, that often means background music around 65–75 dBA in tasting areas. At this range, people can chat without straining, yet there’s still a lively vibe. By contrast, once you push above ~80 dBA, you’ll notice folks start raising their voices and leaning in just to communicate – a sure sign the music is too loud for a tasting event.
Experienced festival producers often walk the venue with a sound meter (readily accessible as smartphone apps or handheld devices) during the event to monitor noise levels. They’ll measure near the beer booths and in the crowd, not just right in front of the speakers, to ensure the volume remains in a sweet spot. If your festival stretches into the evening or the crowd gets larger and naturally noisier, be cautious not to get into a volume “arms race” with the crowd; it’s tempting to dial the music up as people get louder, but that can create a vicious cycle where everyone ends up shouting over the din. Instead, maintain a consistent cap – often local regulations or health guidelines suggest keeping under 85 dB for sustained periods, both for conversation and for hearing safety. Communicate these targets to your sound engineer, DJ, or bands ahead of time. Many cities (from New York to Sydney) have noise ordinances for outdoor events, so respecting those not only keeps attendees happy but also keeps the festival in good standing with neighbors and authorities.
For indoor tasting festivals (say, in a convention center or beer hall), pay extra attention to acoustics. Hard surfaces and walls can make sound carry and echo, amplifying volume unexpectedly. Here, a 70 dB target is wise, and using acoustic treatments like drapes, banners, or even strategically placed carpets can help dampen reverberation. The bottom line: treat volume as a critical part of your event’s hospitality – just like providing adequate seating or water stations. The right decibel level is an invisible but crucial ingredient in attendees’ comfort.
Stage Placement and Sound Orientation
The physical placement of speakers and stages can drastically affect how sound travels through your festival venue. A common rookie mistake is putting the main stage or DJ booth smack in the center of the tasting area, or facing the taps directly – effectively flooding the entire festival with sound. Seasoned festival organizers know to position music stages thoughtfully, so that sound projects away from the densest clusters of tasting booths or indoor tasting zones.
Imagine a large outdoor beer festival in a park: if most of the brewery tents are in the north and central part of the grounds, you might place the stage at the south end, facing southward (away from the taps). This way, attendees who want to enjoy the band can move closer to the stage, while those roaming between beer tents will find the music fades to the background. At an indoor venue, consider placing a stage or speakers at one end of the hall and orienting them such that they’re not pointed directly at areas where brewmasters are pouring and discussing their products. You can also use the venue’s layout to your advantage – for example, position loud entertainment in an open courtyard or separate room adjacent to the main tasting hall. Directional speakers and line-array setups can be calibrated to focus sound on the immediate audience area in front of the stage and reduce bleed into other areas.
Another tactic is creating “sound zones.” A festival in New Zealand, for instance, set up a dedicated music lounge on one side of the event with its own cluster of food vendors and picnic tables, while the opposite side housed the majority of the beer stands in a quieter setting. This zoning meant guests could choose between a lively music-centric atmosphere or a calmer tasting-focused space as they wished. Even at single-stage events, you can arrange some physical buffer between the stage and the tasting area – think of using beer garden seating, signage walls, or even a row of food trucks to absorb and block direct sound travel.
Also, mind the stage height and orientation. Elevating speakers and angling them downward toward listeners helps contain sound spread. Avoid aiming speakers at flat hard surfaces like warehouse walls or low ceilings that can reflect noise straight back into the crowd. If your festival is in a city location or near residential areas (say a craft beer street festival in a busy downtown or a beer garden event in Berlin or Singapore), orient stages away from the streets or buildings where neighbors might be affected, and consider enclosures or noise barriers behind the speakers. Good sound placement is a win-win: attendees can find their desired experience (raucous or relaxed), and you’ll likely get fewer noise complaints from brewers, guests, and the community.
Programming Entertainment to Match the Tasting Schedule
Aligning your entertainment schedule with the flow of the tasting event is crucial. A dynamic festival producer doesn’t just book talents and let them run wild – they choreograph performances to complement the drinking experience and key moments of the festival program. One prime example is syncing music sets with “rare tapping” windows or special release timings. Many beer festivals (large and small) have marquee moments when a limited-edition keg is tapped or a brewer presents a talk or demo. These are highlights for true beer enthusiasts, and you don’t want them drowned out by a guitar solo or thumping bass just because a band’s set coincided with the tapping.
Plan your schedule so that these rare beer tappings or educational segments get the spotlight they deserve. For instance, if a coveted bourbon barrel-aged stout is scheduled to be tapped at 3:00 PM sharp, avoid booking a high-energy act during that window. Instead, consider having a short break in live music around 2:55 PM. Let your MC take the mic to build anticipation: “In five minutes, we’ll tap a very special brew at Tent #12 – a one-off imperial stout aged 2 years in whiskey barrels. You’ll want to try this one!” A light drum roll or a brief lowering of background music can signal the crowd that something special is happening. Once the tapping is done and glasses are filled, you might cue the band or DJ to ramp the music back up gently, perhaps even playing a song that matches the moment (upbeat but not overwhelming) to celebrate.
The same principle applies to any scheduled programming: brewer Q&A sessions, homebrew competition awards, or toast ceremonies. Make sure the entertainment pauses or shifts mode during these times. Many festivals around the world, from London to Los Angeles, use a simple tactic: they cluster beer education activities during a “quiet hour” or in the early afternoon with only mellow background tunes, and save the louder, party-style entertainment for later in the event. This way, serious tasters get their prime time to focus, and as the day progresses and palates become satiated, the general vibe can transition to more energetic fun for everyone.
Another tip is to program music in waves that mirror attendees’ energy levels. At the start of a tasting session (when people are just arriving, finding their bearings, and eager to sample), keep music light and inviting. Midway through the event, a slightly more upbeat set can help maintain a festive atmosphere as the crowd thickens. Then, if your festival concept allows, save the most vibrant band or DJ for the finale of the day – at that point, guests have likely made several rounds, discovered their favorite brews, and are ready to kick back and groove a bit. By sequencing entertainment thoughtfully, you ensure the music amplifies the natural rhythm of the festival rather than fighting against it.
Choosing the Right Music and Entertainment
The type of music and entertainment you choose sets the tone for the festival – and it should suit the tasting environment. Not every festival needs (or benefits from) a blaring rock band or a big-name DJ. Often, a more nuanced choice of entertainment can enhance the mood without stealing focus. Think about your festival’s theme, size, and audience demographics as you curate the lineup.
For a refined beer tasting event – perhaps a Belgian beer festival or a cider tasting in the countryside – you might opt for live jazz, acoustic folk, or a solo singer-songwriter whose melodies add ambiance but still feel intimate. Picture a trio playing smooth jazz at a late-afternoon tasting in Paris, or a folk band strumming lightly at a craft cider tent in New Zealand; attendees can tap their toes and enjoy the vibe while still dissecting the aroma of their Saison or the crispness of their cider. On the other hand, a trendy craft beer festival aimed at a younger crowd in an urban setting (say, downtown Toronto or Mexico City) might lean towards upbeat entertainment like an indie band or a DJ spinning eclectic tunes – but even then, it’s wise to ensure the performers understand it’s a “tasting-first” event. You can brief bands to keep their set at a moderate volume and perhaps choose more laid-back songs during peak tasting hours. Many local bands are adaptable and happy to tailor their set if you explain the vibe you’re aiming for.
Consider mixing up the entertainment format too. Live music could be scheduled in shorter sets (e.g. 30-minute sets with breaks) rather than marathon sessions. Those breaks can be valuable breathing room for the crowd’s ears and allow time for announcements or just quieter reflection. In the downtime, having a house playlist ensures there’s never awkward silence, just a constant pleasant background.
Also, don’t limit yourself to music. Other low-volume entertainment options can add color to the festival without noise – for instance, roaming street performers (magicians, jugglers, or caricature artists), a small silent cinema screen playing vintage beer commercials, or a trivia corner where people can quietly test their beer knowledge. These kinds of attractions engage attendees in fun ways and complement the tasting experience. If your festival spans an entire day, you could even schedule a brief quiet activity like a beer-and-cheese pairing talk or a brewery panel discussion on stage, which doubles as education and entertainment. In such cases, definitely keep music off or very faint to let voices carry.
A smart entertainment mix caters to both the die-hard beer geeks and the casual festival-goers. It ensures that those who came mainly to sample rare brews aren’t irritated by a cacophony, while those who came for a good time still feel the event is lively. When in doubt, err on the side of “less is more” with volume and intensity. It’s easier to crank things up slightly if needed than to dial back after you’ve blasted everyone’s eardrums. The best compliment you can hear as a festival organizer is attendees saying “the music added a great vibe, but we could still talk about all the beers!”
Using MCs and Playlists to Educate and Energize
Don’t underestimate the power of an MC (Master of Ceremonies) and a well-crafted playlist to control the festival atmosphere. An MC essentially serves as the voice of your event – guiding the crowd, sharing useful info, and injecting personality. Meanwhile, house playlists fill in the gaps and maintain mood continuity when live acts aren’t performing. Together, these tools keep the balance between education and energy.
Empower your MC with a game plan and scripts. At a tasting-centric festival, the MC’s role is part informative host, part hype-maker (in moderation). They should be equipped with the festival schedule and key talking points: for example, opening the event by welcoming everyone, explaining how the tasting works (e.g., use of tokens or where to get water and rinse glasses), and maybe highlighting a couple of “must-try” brews or new breweries present. Throughout the day, an MC can remind attendees about upcoming rare tappings (“Ten minutes until Brewery X unveils their one-time Mango IPA at the main bar, don’t miss it!”), announce any live demonstrations or workshops (“Join the head brewer from Berlin’s famous beer garden at 2 PM on the side stage for a talk on lagering techniques”), and lead any planned toasts or cheers. These scripted moments ensure important information cuts through the chatter when needed.
Equally important, a good MC adds educational tidbits and personality that enhance the experience. They might share short fun facts about beer styles during lulls (“Did you know a stout gets its dark color from roasted malts? If you’re holding a stout now, see if you pick up those coffee-like roasted notes.”) or anecdotes about a featured brewery’s hometown. This keeps the learning aspect alive in a friendly, digestible way. However, caution your MC to keep announcements concise and not too frequent – attendees appreciate guidance, but nobody wants a running commentary every five minutes. Timing is key: a skilled MC will usually hop on the mic between songs or sets, or right before a schedule highlight, rather than talking over a band or interrupting personal conversations constantly.
Now, about that house playlist: this is your secret weapon for maintaining ambiance during all the in-between moments. No live band early in the morning session? Playlist. Band needs 15 minutes to set up on stage? Playlist. The festival just quieted down after an afternoon rush and you want to keep the vibe cozy? Playlist. Create one or several playlists ahead of time tailored to your event’s character. Include a few hours’ worth of tracks so you’re not looping the same 10 songs ad nauseam. Many festival producers pick music that aligns with the theme – for instance, throw some classic rock and blues into a BBQ-and-beer festival playlist in Texas, or some upbeat tropical tunes for a summer beer fest on a California beach.
A key tip for playlists is to maintain consistent volume and tempo. Avoid songs that have wild swings in loudness or extremely aggressive tones. You want tracks that blend into the background, not sudden head-bangers that distract someone mid-sip. It can help to test the playlist in advance: play it in a room and see if people can still chat comfortably over it. Also, consider instrumentals or songs in languages not widely spoken by your attendees; sometimes recognizable lyrics can pull focus, whereas instrumental music or world music keeps attention on the social/tasting aspect. Of course, ensure the playlist is family-friendly if your event is all-ages (no explicit content over the speakers).
Coordinate the MC and the playlist together: when the MC needs to speak, have a plan to lower or pause the music. If you have a sound operator or DJ, they can fade the playlist out for the announcement and bring it back after. If it’s automated, perhaps the MC has a volume control or you schedule natural gaps. One handy trick is to incorporate short themed sound bites for fun – like a quick hop-sound or bell ring whenever a rare beer keg is tapped, or subtle background music under the MC’s big announcements to heighten the moment (think a rising drumroll or a cheer sound effect when encouraging a toast). These little touches, used sparingly, can make your festival feel professionally produced and keep energy levels up without needing sheer volume.
Adapting to Festival Size and Audience
The approach to music and entertainment should scale with your festival’s size, venue and audience profile. A boutique tasting event for 200 craft beer connoisseurs will handle sound very differently than a sprawling beer carnival for 20,000 fans. Likewise, cultural expectations matter – what plays well at a beer fest in Munich or Madrid might need tweaking for an audience in Mumbai or Melbourne.
For small-scale festivals or intimate tasting sessions, err on the side of simplicity. You might not need a stage or live band at all. Often a quality sound system piping in curated background music, combined with an MC for occasional announcements, is plenty to create atmosphere. Smaller crowds tend to create less ambient noise themselves, so even a modest acoustic duo could be heard clearly without amplification. In these settings, personal interaction is king: attendees will remember the chat they had with the brewer from that small village brewery in Italy or the detailed tasting notes they exchanged with a fellow beer geek. Make sure nothing interferes with those moments. If you do book live entertainment, choose acts that understand the “background music” concept – perhaps a local folk singer, a classical guitar player, or a light acoustic band that enjoys playing softly. Keep any speakers at ground level or just above, aimed at the immediate audience area, so that if people step a few feet away toward the tasting booths, the music quickly recedes.
In contrast, large festivals – think major city beer festivals or large outdoor events – require more deliberate zoning. With thousands of people, the general volume of crowd chatter and movement is high, so you have to provide entertainment that’s engaging enough to be noticed, yet not so loud that it turns the whole place into a concert where tasting becomes secondary. Many big festivals solve this by offering multiple zones: a main stage for those who want a concert-like experience alongside their beer, and quieter lounge or brew-talk areas elsewhere. If you can’t physically separate zones, consider the schedule separation approach we discussed (high-energy acts only at certain times). Also, for large venues, invest in professional sound engineers – they will calibrate the system to distribute sound evenly. Multiple speaker towers at lower volume can cover a big field more uniformly than one deafening stack of speakers on a stage. The goal is that someone standing in front of a band enjoys it fully, but someone 100 yards away by a remote tap booth just hears a pleasant murmur of music.
Be mindful of audience demographics and cultural context. An older, more academic crowd (for example, at a historical ale festival in England or a saké tasting in Japan) might appreciate a quieter atmosphere with perhaps periodic gentle live performances, whereas a youthful crowd (like a craft brew fest with a party reputation in California or Goa) might expect some firmer beats as the day goes on. Always match the tone to the crowd’s expectations, but still prioritize the ability to savor and learn about the beer. Feedback is a valuable tool here – if your festival runs annually, gather input from attendees and brewers about the sound and entertainment. Did people complain it was too quiet or too loud? Did the brewers feel heard? Use that to fine-tune the next event.
Lastly, consider risk and contingency: sound can be a safety and PR issue too. Have earplugs available at the info booth for those who are sensitive (especially important if you have any particularly loud elements or if families with kids attend – some festivals even sell branded ear protection as a merch item). If your event is outdoors, know that weather can affect sound (damp air or wind can carry or muffle it unpredictably), so have a soundcheck with crowd present and adjust on the fly. And always have a clear cutoff time and volume reduction plan for the end of the night, so you wind down gradually – nobody enjoys being at a pleasant festival that suddenly blares a final song at peak volume or cuts music off abruptly. Smooth transitions, controlled volume, and a focus on the tasting experience from start to finish will earn you praise from attendees, brewers, and local communities alike.
Conclusion
The art of blending music and entertainment seamlessly into a tasting festival comes down to thoughtful planning and a deep respect for why people are there – to enjoy the beer (or wine, or spirits) and the community around it. The most successful beer festivals, whether in Canada, China, or Czechia, find that sweet spot where melodies and flavors mingle harmoniously. The entertainment enhances the atmosphere – adding fun, cultural flair, and momentum – but never overpowers the senses. By setting sensible volume levels, positioning your stage wisely, syncing the soundtrack with the event’s schedule, and leveraging tools like MCs and curated playlists, you ensure that your festival is remembered for the right reasons.
Think of your event’s sound design as akin to seasoning a good beer: the goal is balance. Too little, and the experience might fall flat; too much, and it overwhelms the palate. But just the right amount, expertly calibrated, results in a multi-sensory delight. As a festival producer, if you can orchestrate that balance, you’ll create an environment where attendees can learn, taste, talk, and revel all at once. They’ll leave with not just ringing ears or a blur of noise, but with rich memories of the beers they loved, the music that kept them smiling, and the conversations that sparked new friendships.
In the end, a festival where education and energy co-exist in harmony is one that people will be eager to return to year after year. With these best practices and a bit of creative finesse, you can make sure your next tasting event hits all the right notes.
Key Takeaways
- Keep volume in check: Maintain music at a conversation-friendly level (around 70 dB in tasting areas) so attendees can chat and appreciate flavors. Avoid the temptation to blast sound even as crowds grow.
- Smart stage setup: Position stages and speakers away from concentrated tasting zones. Direct sound outward or upward to minimize bleed, and consider “quiet zones” so those who want to focus on tasting can do so.
- Timing is everything: Schedule bands and performances around important tasting moments. Pause or soften entertainment during rare beer tappings, presentations, or announcements so nothing important is drowned out.
- Complement, don’t compete: Book music and acts that fit the festival’s vibe. Opt for genres and performers that create ambiance without overtaking the event – the beers should still be the stars of the show.
- Use an MC effectively: A good MC can engage the crowd and share useful info without dominating the scene. Prepare scripts for key announcements and fun educational snippets to keep the audience informed and entertained.
- Curate background music: Have a house playlist for downtime and transitions. Choose tracks that sustain the mood and energy, and keep the playlist running at a consistent, moderate volume whenever live entertainment isn’t on.
- Adapt to your audience: Tailor your sound strategy to the festival’s size and crowd. Smaller or more mature audiences often prefer a mellower atmosphere, while larger or younger crowds might enjoy a bit more liveliness – but balance is key in both cases.
- Learn and iterate: Gather feedback from attendees, brewers, and staff about the sound and entertainment. Continuous improvements – like adjusting decibel levels or rearranging speaker layout – will make each festival better than the last.
12th October 2025