THE launch of the Bourbon Beer and Burger festival took place on September 4 at Sir James van der Merwe in Kramerville.
Sunshine, thundering hooves, fabulous hats, flutes of fizz and a 20-1 flutter…
A day at the races in Johannesburg has always been glamorous. But the nation’s racing bosses now reckon the sport needs a new image to attract a new generation.
So they’re offering modern punters what people want: pop-up gourmet food stalls, craft beer, live music, a retro-rustic atmosphere and family-friendly areas.
What makes this experience unlike any other day out is the occasion: the Peermont Emperors Palace Charity Mile at the historic Turffontein Racecourse.
Leading the charge of Jozi’s horse racing’s rebranding is the Bourbon, Beer and Burger festival. The TripleB festival will attract the fun and the hip, from friends to families to corporates, and will cater exclusively to each group’s needs.
Serving up bourbon-based cocktails, craft beer and gourmet burgers, the festival will keep guests entertained from morning till late. And enjoying a prime location right next to the parade ring, race-goers can admire the horses up close and chat to owners and trainers.
Michael Varney, Marketing Manager of Phumelela, and a key person behind horse racing’s rebranding, said, “We are targeting a new market for racing and giving them a chance to enjoy the sport which we are all so passionate about. The Bourbon, Beer and Burger festival is an exciting new addition to one of the most established and iconic races on the calendar in JHB.”
There is also a wide range of other entertainment on the day. There will be live music, pop-up food stalls, designated family-friendly areas and the main event, the Charity Mile, in which each horse earns a prize for the charity it represents.
So do it for a good cause, do it for a flutter or do it for the bourbon… Whichever you choose, don’t miss the Bourbon, Beer and Burger festival at the Peermont Emperors Palace Charity Mile. It’ll put the rush back into racing.
