What normally is just a party favor is the center of the party in downtown Roanoke this weekend as crowds raise their glasses to the local flavor of fresh brewed beer.
With 50 brewers and 130 different beers, microfestivus is preparing for forty three hundred beer lovers.
Event chair Jenny Roberts says microfestivus gets bigger every year.
"Microfestivus started sixteen years ago and it was very small. Obviously it has grown as more craft beer has come into play."
Virginia breweries are growing now more than ever. Up twenty-four percent in less than a year.
Owner and founder of Roanoke Railhouse brewery Steven Davidson has been at microfestivus every year since his brewery opened. He keeps his reason simple. "Because it's there."
Davidson says the exposure from the event is worth the investment. Here he gets to hand out his freshly brewed beer by the glass to many who have never tried it before.
That's the reason why Blair Larcen with Ashburn based Lost Rhino Brewing Company is in town.
"The exposure," Larcen said. " Beer is a social lubricant for the community . We are getting people involved and giving people new choices for trying beer."
It's an old technique that Davidson says is renewing a great tradition.
The event starts at noon and runs through 6 p.m. at Elmwood Park. Tickets will be sold at the door. To purchase them online click here.