GABF goes beyond beer in its 42nd year

State of play: This year's three-day festival in Denver will include cocktails, hard seltzers and other beverages beyond beer, as well as entertainment aimed at not drinking at all.

Why it matters: The new strategy to lure ticket-buyers marks a strategic shift for one of the nation's most venerable brewing events — a not-so-subtle acknowledgment that the craft beer era is over.

• The potential impact extends to Colorado's beer industry and Denver's tourism image.

Behind the scenes: The event, starting Thursday at the Colorado Convention Center, is expected to draw 40,000 people from across the country. But it remains unknown whether the new look will save GABF.

• The three sessions — down from four a year ago — and two food pairing events were not sold out a week before.
• Ten years ago, when the festival drew 60,000 people, tickets were gone in hours.

My thought bubble: The changes aside, GABF remains a singular event for beer lovers and a one-of-a-kind festival that is worth the high-dollar ticket.

• Even after attending multiple sessions for a decade now, there's an excitement that you don't get at other festivals.
• The colorful, costumed crowds, conversations with well-known brewers and opportunity to gather with friends always went beyond beer in the first place.