Norwich's City of Ale Festival Returns for 13th Year with New Digital App

Strategic Insights -

The 13th annual City of Ale festival in Norwich is set to begin on May 22, featuring a brand new digital app that allows trail-goers to collect stamps and earn exclusive rewards. The event, which celebrates beer, brewing, and pubs, has become a staple of the city's cultural calendar, attracting thousands of beer enthusiasts each year. This year's festival will also mark the 60th anniversary of the Norfolk-grown Maris Otter malt, with a special list highlighting 60 Norfolk beers made from the heritage ingredient.

Key Takeaways:

  • The City of Ale festival has been running for 13 years, with the first event taking place in 2011.
  • The festival takes place in May and lasts for a month, celebrating beer, brewing, and pubs.
  • Philip Cutter, the founder and co-director of City of Ale, emphasizes the festival's importance to the local community and economy, highlighting the impact of the beer industry on local businesses and jobs.
  • The festival encourages visitors to explore Norwich's pubs and breweries, with trail-goers able to collect stamps at each participating venue using traditional stamp cards or the new City of Ale app.
  • The app includes digital stamps, complete trails, and exclusive pin badges designed by local artist Caz Jones, and will remain active throughout the year to encourage continued exploration of Norwich's pubs.
  • The 2025 festival will also celebrate the 60th anniversary of the Norfolk-grown Maris Otter malt, with a special "60 Beers for 60 Years" list highlighting Norfolk beers made from the heritage ingredient.

Statistics:

  • The City of Ale festival has been running for 13 years, with the first event taking place in 2011.
  • The festival takes place in May and lasts for a month.
  • Philip Cutter estimates that the majority of beer sold in Norfolk is made within 30 miles, supporting local businesses, jobs, and the economy.
  • The festival attracts thousands of beer enthusiasts each year.
  • 60 Norfolk beers will be featured in the special "60 Beers for 60 Years" list.

Sources:

  • Norwich family business celebrates 60 years of success (no date)
  • City of Ale (cityofale.org.uk, accessed May 2025)