Brewers and boozers are hoping a city-wide beer festival will boost trade amid the challenges of rising costs.

Norwich's City of Ale launched last week at the Waterfront, with almost 100 of the city's pubs and breweries taking part in beer trails, tastings and other events during the month-long festival.

Beer bosses hope the event will help get people reacquainted with pubs during a difficult time for the industry due to a fall in the number of people going out post-Covid and the rising cost of living.

Phil Cutter, landlord of the Murderers and co-founder of City of Ale said he hoped people would use the event to get back into their favourite pubs.

Norwich Evening News: Murderers landlord Phil Cutter at the City of Ale launch eventMurderers landlord Phil Cutter at the City of Ale launch event (Image: Newsquest/Denise Bradley)

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He said: "We need to get people re-engaged with pubs. It's not enough anymore to expect people to just come out for a drink, we need to give them a reason to come out.

"It's also about encouraging people to go into new ones and showcase our fantastic pub scene to beer tourists who come in from outside the city.

"Many people still haven't come back from Covid and we want to open up to as many people as possible, so this year with have created a trail for lonely people who don't have anyone to go around with, leaving no one left out.

Norwich Evening News: Brewers and landlords celebrate the launch of Norwich's City of Ale festivalBrewers and landlords celebrate the launch of Norwich's City of Ale festival (Image: Denise Bradley/Newsquest 2023)

"Money is tight. It's never been more important to support these businesses, most of which are family run." 

The event comes after a number of watering holes in the city and its outskirts closed in 2023 including Frank's Bar in the city centre and Hethersett's King's Head.

John Smith, owner of Wolf Brewery, said his industry was seeing similar challenges but added his business was negotiating them well.

Norwich Evening News: John Smith of Wolf Brewery and Lesley George of Humpty Dumpty Brewery at the City of Ale festival launchJohn Smith of Wolf Brewery and Lesley George of Humpty Dumpty Brewery at the City of Ale festival launch (Image: Newsquest/Denise Bradley)

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He said: "The cost of materials is going up, the cost of CO2 gas has gone through the roof and put humongous pressure on and energy is soaring as well.

"We have to save without compromising on quality and it's a fine line.

"But we're still up on last year, so things are going well. Younger people are starting to turn to real ale and Camra have really been massive in helping to turn things around for the industry."

Mr Smith said the festival created extra sales for the company and introduced his beer to new audiences.

Norwich Evening News: A pint at the City of Ale launch at Norwich's Waterfront venueA pint at the City of Ale launch at Norwich's Waterfront venue (Image: Newsquest/Denise Bradley)

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He said: "People come into the city just for the ale and it gives us a profile.

"People try other beers but if I'm honest sales take a dip during City of Ale because you're not in pubs you usually are and you are in different ones.

"But you've got to look at the big picture, it creates a lot of new business.

"We've got hundreds of pubs in Norwich and this takes you out of your comfort zone completely and into pubs you don't normally go in."

Phil Halls, owner of Grain Brewery, said difficult financial conditions for both brewers and customers had made things hard, but said he felt the industry was beginning to have hope again.

Norwich Evening News: Phil Halls, owner of Grain BreweryPhil Halls, owner of Grain Brewery (Image: Newsquest/Denise Bradley)

He said: "I was at the City of Ale launch last year and everyone was a bit down, but this year it felt great, really optimistic.

"Raw ingredients are going up, barley is costing a ton and anything from Europe is just through the roof.

"We have to be really careful because we still want to be affordable for pubs that are also struggling as drinkers are being squeezed.

"People don't go out like they used to and this event is all about trying to get people in week in, week out.

"Last year it felt like we were just glad Covid was over, now it feels good, there is hope."