By Johan Vartanian · SEO & CRO Specialist at Billetto · Last updated 3 September 2026
Johan helps European event organisers grow their audience through search and conversion optimisation. 5+ years in SEO across marketplaces and content sites.
Quick answer
A beer tasting is the tasting format with the widest gap between the hobbyist version (a friend geeking out about beer in the kitchen) and the structured paid version (licensed venue, profiled brewer, six beers paired with the right snacks). The format scales well between the two poles, but the logic stays the same: you're selling flavour experience plus learning in a package guests happily pay £35–£45 for.
A beer tasting is a structured event, typically 2–2.5 hours, where 15–35 guests sample a curated series of beers (usually 6–8 varieties at ~100ml each) with guided commentary from a brewer or knowledgeable host. The format sits close to wine tasting in logic, but differs in pace and price: beer is cheaper per portion, tastings shorter, audience broader.
| Line item | Typical cost | Notes |
|---|---|---|
| Beer (6 varieties, ~100ml per guest) | £5–£12 per guest | Craft varies with import and rarity |
| Venue (2.5 hours) | £120–£400 | Restaurant with licence, brewery, wine bar |
| Brewer or host | £120–£350 | If not yourself |
| Glasses (if venue lacks) | £20–£80 | Tasting glasses or stemmed |
| Cheese, charcuterie, palate cleansers | £40–£120 | £2–£5 per guest |
| Marketing | £40–£150 | Social channels, partnerships |
| Ticketing fees | ~3% of ticket price | Standard Billetto fee structure |
At £35 tickets, 25 sold gives £875 in revenue against £520 in costs — margin around £355 per evening. For broader benchmarks, see our overview of event costs.
Best venue has an existing Premises Licence, space for 20–40 guests around a shared table or standing, refrigerated storage for beer, and ideally a brewery connection. Breweries with tap rooms (Beavertown, Camden Town, Meantime) are the top choice.
Ticket price = (beer + venue + service per guest) × 3
Worked example: beer £8, venue £6 (£150 ÷ 25 guests), service £2. Total £16 × 3 = £48, round to £39 or £45.
The right platform handles three things: dietary/allergy fields (especially important if serving cheese), guest-list export for licensing, and Mastercard/Visa as UK standard.
Billetto's custom fields at booking let you collect allergies and vegetarian preferences before guests arrive. Attendee export is one-click. Payment: Mastercard, Visa, invoice for corporate events. Two other Billetto details: no listing fees, and attendee data for recurring audience.
Instagram is primary. Brewery and venue channels, beer bloggers, LinkedIn for corporate events. Our 12-week marketing timeline is the starting point.
Licensed venue is the easiest route; alternatively a Temporary Event Notice from your local authority (£21, 10 working days ahead). Plus: HMRC registration, VAT above £90,000 turnover, public liability insurance from £15.
6 is the sweet spot, 8 is the ceiling.
No, but learn the beers well. Alternatively hire a brewer (£120–£350).
Practically no for public paid events — needs extensive TEN or Premises Licence. Use a licensed venue.
3–5 weeks.
3–7%.
Billetto makes it simple to sell tickets with dietary fields, Mastercard/Visa checkout, and attendee data for follow-up. Create event on Billetto and have ticket sales live the same day.