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Festival Season 2024

Quality Coffee on Tour

Festival season is here. From food and drink to sports events and music, this year, across the UK, there’s a line up for everyone—but despite the choice, the events arena has faced a tough few years, with more and more festivals cancelling, or announcing they’ll be packing down permanently after 2024. 

We caught up with Origin’s Event Manager, Aaron Sycamore, to talk through this year’s calendar, and why, more than ever, people look for quality coffee as part of their festival experience. 

There’s no denying that the last few years have been anything but easy for many: headline events like a global pandemic and a cost-of-living crisis are hardly the acts we want to be front and centre stage for. With more and more festivals being cancelled, postponed, or closed completely, the pressure is on for organisers to provide an unforgettable experience for festival goers, not least because they’ve most likely noticed the rise in ticket prices.

The Future of Events

“The festival landscape has changed dramatically in recent years,” Aaron told us. “These days, customers are used to not only seeing some of their favourite artists, but their favourite brands, too—those that align well with the identity of the festival, making it a much more rounded experience. This not only means that customers have greater voting power, placing their time and money in brands that they know, trust, or admire, but that they help shape standards and expectations: gone are the days of waiting 25 minutes and being over-charged for a polystyrene cup filled with poor-tasting coffee. People are a lot more conscious of the choices they make, questioning quality and impact.”

While money plays a big part in the decisions people make when it comes to spending at a festival, Aaron believes that this isn’t so much about value, as it does about quality. “People expect good coffee at a festival—and why not?” he said. “People can’t afford to go to multiple festivals anymore, so they want that one experience to be incredible: they are happy to pay fairly for something that’s incredible—there are much higher expectations now.” 

What to Expect in 2024

The future might be less than certain for some festivals, but Aaron believes there’s still hope on the horizon for the events industry, with a shift in attitude and focus from organiser and consumer, to invest in a high-quality experience. “There are still some amazing festivals out there, working hard to create unforgettable, full experiences for customers; those partnering with great brands and people who can offer exceptional food and drink. People want the story, the connection, and the quality of the product, not just a throwaway moment. 

“The festivals that have improved their food and drink offering are having much more success as it’s such a key point for consumers now.”

This year, Origin will be taking to the road across the UK, bringing a word-class coffee experience to a host of occasions, from renowned food and drink festivals, to sporting weekends, wellness retreats, and legendary music events where quality is key.

The Calendar

“We’ve got a great line up this year, and I’m really excited to showcase the talent and knowledge of our baristas and share the stories behind some incredible seasonal coffees that are sourced from some of the world’s leading coffee producing countries, where we’ve had the pleasure of nurturing meaningful relationships with the landscape and the people,” Aaron said. “We have several different set-ups for festivals now, depending on the environment, meaning we can provide a really personal, sensory customer experience. Watch out for our Oat White Russian cocktails—they’re already a hit!”

With a full calendar, we asked Aaron which events he’s particularly excited about. “We’ve got a few new ones this year, including Love Trails, which I’m really looking forward to, and we’re working with Rock Oyster, too, which is a key event in Cornwall. I’m also looking forward to returning to Houghton this year—that festival is always a highlight for me.

“These are three very different events, with three very different consumer groups, but great coffee is expected as part of the experience. Houghton is arguably one of the UK’s best dance music festivals, with an incredible setting, impeccable attention to detail, and high quality that is expected throughout, including those essential coffee moments; sport and quality coffee increasingly go hand in hand, and a good post-run coffee will most definitely be high on the list for attendees of Love Trails; and Rock Oyster is synonymous with quality food and drink. We’re delighted to be the exclusive coffee provider for all three of these events, and they’re a perfect example of the changing landscapes of festivals, and why quality is front and centre stage for the events industry.” 

Find Origin on the Road

Heading to a festival this summer? Join us for exceptional coffee at some of these headline spots. Don’t forget to follow us on Instagram for news and happenings.

The Great Estate Festival: 31st May – 2nd June. A lively, long weekend of fun, family friendly activities and plenty of grown-up revelry.

The Pop Up Festival at Glastonbury: 26th – 30th June. The new standard of boutique camping, creating an elevated festival experience focused on customer service, gastronomy, and entertainment. 

Paradhis: 5th – 7th July. An exploration of music and wellbeing, set in the beautiful grounds of Boconnoc Estate in Cornwall. 

Love Trails Festival: 11th – 14th July. Gathering on the Gower Peninsula for a celebration of movement, music, and outdoor adventures. 

Rock Oyster: 25th – 28th July. Dinham House in North Cornwall sets the scene for bold culinary experiences and a whole host of brilliant music. 

Valley Fest: 1st-4th August. A lakeside food and music festival that showcases the very best of Somerset’s food and drink talent, and plenty of local and national music headliners.  

Houghton: 10th – 13th August. Described as ‘a hedonistic playground’ of live and electronic music set in unforgettable surroundings.

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