More than an opportunity to showcase equipment, trade shows and open-house events are a chance to send a message. In the case of New Beer’s Eve we wanted to broadcast to our customers that SEDO is an all-in-one shop for large format printing. Throwing open the doors is the perfect opportunity to bring our current customers up to date with the leading technologies while giving potential clients an idea of the wide range of equipment SEDO has on offer.

Much can go wrong over the long course of organising an event. Indeed, the whole “New Beer’s Eve” concept came off the back of an administrative error on the part of our venue, The Ice Tank. Our original booking was scheduled for the 23rd of March, falling on World Meteorological Day. On hearing that the Ice Tank had double-booked that date, we had to scrap our plans for a weather-themed event and have another look at the calendar. Looking back at us from April 6th was the anniversary of the end of prohibition in America; a thirteen year-long ban between 1920 and 1933 on the production, importation, transportation and sale of alcohol across the United States. Hence our declaration of the end of prohibition on print productivity! We scheduled our event for the very same date.

Perhaps due to the offer of beer, the response from many of those invited was prompt and positive. New customers were asking questions and securing their places from early on. Their keen interest in the New Beer’s Eve theme, for me, really brought home the importance of framing an event with an interesting idea.

The Ice Tank representatives were cooperative and compliant as we worked to realise our ideas in their space. Located in the heart of Covent Garden, the building itself was ideal for setting-up the equipment quickly and easily with a wide front entrance straight into the main room from the street. Thirsty clients trickled in from the warm spring weather around noon and got the conversation brewing. Plenty of productive talk took place, with Gary Livermore from PWC declaring himself in the market for a foiler laminator matrix system, and hinting at an interest in an Agfa flatbed at some point in the future. Whilst doing my rounds of the room I also overheard First Colour’s Danny Austwick, another man on the lookout for a flatbed, express a keen interest in Agfa’s equipment to representative Steve Collins.

My reasons for choosing the range of technology on display were simple: these are our main suppliers and we have great confidence in what they have to offer. It was our opportunity to demonstrate our ability to pick the best suppliers to suit our customers technical needs, varied and specific though they may be. Standing together with our partners under the SEDO banner is a great way to get that message out. Regarding performance, the machine that really stood out for me on the day was the Epson T Series, for its borderless printing capability in particular. I was also impressed by the vibrancy and gamut it achieved for a five-colour machine. The sample image selected for the day’s demonstration was of a teeming rainforest scene with saturated tropical hues, perfect for showcasing the printer’s unexpected colour-clarity.

At 1 o’clock all our hard talk was rewarded with a beautifully prepared beer-themed lunch. The venue’s downstairs dining area meant that everyone was afforded a moment away from the equipment to relax and converse while they ate. And there was plenty on offer, from boozy gazpacho to stout-braised chicken and lentils! I’m sure I speak for a few others, though, when I say that the Guinness brownies were the highlight. Attendees were even talking business and shaking hands over a tray of them long after the event was officially over.

After lunch the talking was handed over to craft beer expert Claire Puttick, who took us on an off-road tour of unusual beers. The Morgana team showed that they can finish more than booklets when the Red Ale was passed around, and the Epson guys were certainly on a roll after the second or third sample! The Kernel Pale Ale was an all-round favourite. Some brews were controversial; the Ethiopian Coffee IPA split opinion across company lines, and the Oreo Cookie Stout was a bit too kooky for some. Personally, I think I’ll keep my beer and biscuits separate from now on!

Prospects for sales look promising and we should see the results of New Beer’s Eve play out over the weeks and months to come. It’ll be at least a few months before anything on the same scale is announced, but in the future I would love to put an event together with another of our top suppliers, Mutoh. For now, however, it’s back to concentrating on sales.

As much as I’d love to keep it all for myself, I’m obliged to let everyone know that we still have some beer left. Some of our clients since the event were lucky enough to walk away with a few bottles of their own, so if you’re curious about the cutting edge in beer and print get in touch!