Bailey Loosemore

Louisville Courier Journal

If Louisville wasn't already on the radar of craft beer enthusiasts, it probably is now with the announcement that one of the country's most renowned festivals is making its way to town.

The Festival - as the event is aptly named - is a two-day affair organized by Massachusetts-based Shelton Brothers that invites brewers from around the world to share and discuss beers that would likely never reach the typical consumer's lips.

This year, The Festival plans to set up shop at Butchertown distillery Copper & Kings from Oct. 28-29.

"It's one of those things beer geeks go nuts for; they travel everywhere for," said John King, executive director of the Kentucky Guild of Brewers. "They had a lot of pitches this year, but they chose Louisville."

Shelton Brothers is an importing business that has built a name for itself as the company capable of getting its hands on some of Europe's rarest beers. And for the past four years, Shelton Brothers has shared some of those beers with attendees at its traveling festival, which has previously taken place in Portland, Maine; St. Petersburg, Florida; and Los Angelos, California.

If you haven't already gathered, The Festival differs from other craft beer festivals in that it's an exclusive event meant to give people the opportunity to learn about various beer styles and try hard-to-find brews, said Sam Cruz, co-owner of Against the Grain Brewery.

"Beers sampled at this event are far more expensive, far more rare," Cruz said. "You're not being encouraged to consume as much volume as you are seeking out things that you may never every see again. In addition to that, the breweries are encouraged to send their master brewers, so you get an opportunity to learn from the source exactly what the intention of the product is. Having been there, it's very elite."

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Cruz said Against the Grain has participated in all but one of the Shelton Brothers' festivals, and he hopes residents of Louisville realize how big of a deal it is for the company to choose their city.

Not only does the decision recognize that the area is producing high-quality beers, but it also shows that consumers in the region have exhibited a level of understanding and appreciation for beer that makes the festival a good fit, Cruz said.

"They've seen that there's an actual market for these beers. People are looking for things from all over the world," Cruz said. "That shows there's a maturity coming about that they will actually come to this festival. ... Louisville's a very special place because we're coming of age."

Cruz added that Shelton Brothers likely realized the city's potential with help from Dauntless Distributing owner Michael Minton, who has distributed the importers' beers statewide since 2011.

Minton has spoken with the Shelton Brother owners about bringing The Festival to Louisville in previous years and said he thought the city made sense because many brewers are also interested in distilling spirits.

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"Having people who are educated about the beer is one thing, but it's also having all the amenities," Minton said. "We want brewers to see what we have going on in Kentucky, and we're very proud of it and very excited to share that with them."

Outside of the festival, Minton said local breweries and craft beer bars have already begun scheduling beer collaborations and tastings with visiting brewers around the weekend that will likely draw visitors to the city for days before and after the central event.

The full list of events will be released at a later date, and Minton said tickets for The Festival should go on sale within the next couple months.

Remember to drink smart, drink safe. Reach reporter Bailey Loosemore at 502-582-4646 or bloosemore@courier-journal.com.