If you like a certain kind of beer, I would just go and taste all the beers of that certain kind that catch our eye. Feingold said the festival is not just one big party however. The consumers get to taste these beers side by side with ours and decide what they like best. The afternoon session is a good time to talk to customers about brewing. People come and talk about how beers are made, the brewing process.
Some people even take notes.
Pzena said, ad-ding that the second session is a bit less technical.