Drinks, cocktails, punches, beers, wines and spirits all have character beyond the liquid and the vessel. Each of these intoxicating drinks has a little mind of its own – a voice that tells you where it most wants to be. Drinking these beverages is as much about occasion as it is about flavor. Whiskey whispers its desire to be cradled in a glass in front of a fire; White wine requests an early Summer picnic; and Glüwein demands to be drunk outside, when you can see your breath forming a column into the sky.

But of all these situations, all of these ideal scenarios, none feels as natural and obvious as beer’s absolute bond with fall. When summer’s heat breaks and the air takes on the snap of turning leaves, beer has never tasted better. And by pure chance, the Germans lucked into Oktoberfest. Originally a festival created to celebrate a royal marriage, Oktoberfest has evolved into the world’s largest beer festival.

Clearly, some things just come together perfectly. I recently relished the complementary pairing of cool weather and beer at Hop in the City, an event sponsored by a local brewery. During the festival, I mentally recorded a few tips on how to bring perfect synchronicity to your beverage brand’s fall event marketing efforts.

Photo courtesy of @schlaflybeer [http://instagram.com/schlaflybeer]

1. Give them shelter

The saying goes, “If you build it, they will come.” – but James Earl Jones left out the last bit: “If you don’t build it, they will leave.” While fall is known for pleasant, crisp lower temperatures, the weather is as unpredictable as, well, the weather. When you plan your event, pitch a tent to give people refuge from rain, sun, wind and the huge billboard from your competitor across the street.

Photo courtesy of @riverfronttimes [http://instagram.com/riverfronttimes]

2. Give them glassware

 One thing that we’ve learned over the years is that it’s very hard to drink beer directly from the fermenter. But don’t worry, Thomas Jefferson invented the beer glass, and now we can drink like civilized aristocrats. Glassware also serves as a keepsake and branded gift and even cuts down on trash. We also suggest you keep a few brooms and dustpans handy because people love to drop these things.

Photo courtesy of @schlaflybeer [http://instagram.com/schlaflybeer]

3. Give them knowledge

An outdoor beer event is a great opportunity to educate customers on all of your product offerings. This kind of mass sampling is awesome for both the brewer and the drinker – you all get to make nice-nice without any buyer’s remorse. Provide your event attendees with interesting information on beer styles, unique seasonal offerings and tidbits of tradition.

Photo courtesy of @riverfronttimes [http://instagram.com/riverfronttimes]

4. Give them grubbage

Food and beer may pair well together, but they also have a direct commoditized relationship: more beer requires more food, and more food requires more beer. Plus, if you feed these folks, they won’t need to leave your experience when the belly beast starts growling. Get involved with local restaurants and purveyors to provide food options that are on-brand, on-theme and worth the trouble. Food and beer are partners, so go out and find yourself one (or two, or three).

Berliner weisse, flavored with blackberry syrup.

5. Give them options

I know there are options, plenty of beer styles and maybe even a cider or two. And that’s great, it really is. But sometimes even your broad array has massive gaps in it that people fall through. What would a wine drinker order if they came to your event? How about a college kid who is still stuck on amaretto sours? Consider sour beers, beer cocktails, fruit ciders or even (gasp!) some non-alcoholic beverages to keep things going. These people likely are our rides home, so help them have a good time, too.

Photo courtesy of @schlaflybeer [http://instagram.com/schlaflybeer]

6. Give them stuff to do

 While most of us would be happy with good company and good brews, it can’t hurt to entertain the masses a bit as well. Unlike myself, some folks aren’t brilliant conversationalists and need something a little more active to occupy their minds. Music and games are pretty classic diversions, but don’t stop there – you’re smarter than that. No matter what you think up, be sure it’s on-brand and conveys a tone that’s congruent with your brand voice.

Photo courtesy of @schlaflybeer [http://instagram.com/schlaflybeer]

7. Give them moments

Surprise, delight, enrapture or otherwise captivate your attendees by providing the unexpected, unimaginable or flat-out ridiculous. Events are opportunities to showcase your product, but moreover they are also opportunities to show your personality. Troy (pictured above) can often be found pouring renegade beers from his Ghostbusters-style kegpack at events – ambushing hungry people in line for food, filling empty mugs so people don’t have to miss that one song by that one band – it’s all about personality.

A lot of thought and planning goes into a successful event – even one that is centered on beer. The beverage’s delicate craft is something to celebrate, no matter the size of the brand. As you welcome rosy-cheeked, scarf-swaddled visitors to your tent, block party or tasting room, remember to embrace the essence of Oktoberfest by keeping cups full, hearts warm and spirits bright.

You can reach our unofficial Festmeister at JamesC@TheSwitch.us. Prost!