Hundreds of revellers gathered in Leeds on Thursday for Swaptober Fest, the UK’s first fully sober Oktoberfest. Hosted by alcohol-free craft beer brand Mash Gang, the event proved you don’t need booze to bring the party.
The Tetley venue was transformed with authentic Bavarian vibes, from sizzling Bratwurst to live oompah music. Guests enjoyed steins of Mash Gang’s signature alcohol-free lager, Chug, and took part in classic Oktoberfest games, including the headline challenge ‘MASHkrugstemmen’, a twist on the traditional Stein-holding competition. One lucky reveller walked away with a Mash Gang prize bundle, while others competed for on-the-spot prizes from the pretzel toss.
Leeds local Jordan Joyner-Claybrough said: “It’s great that people these days can come out, build a community and have a good drink and a good time, without the need for alcohol.”
Commented Jo Taylor, Global Marketing Director at Mash Gang: “Mash Gang is all about bringing people together over great beer, and that’s what we’ve achieved with Swaptober Fest. It was great to see so many people there enjoying fantastic tasting beer, as well as the food and music, and it proves that alcohol doesn’t have to fuel a great night out. Our beer is brewed purposefully to 0.5%, with all the complexity, depth, body and taste of full-strength beer. It just happens to come with the added benefit of being alcohol-free, meaning a hangover-free day to follow.”
The Sober October movement is growing, with over four million Brits taking part since it began. Interest in alcohol-fuelled events during October has fallen by 60% over the past five years, while events where people are sober or moderating have become increasingly popular.