I completely agree with the sentiments of Jason Schuster, the craft beer brand manager at River City (NABC's Louisville wholesaler):
The beauty in this account is that they draw not only the hard core craft fans but also more mainstream customers, who may be introduced to a brand that they have not tried previously. In other words, this is a great sampling opportunity!
Indeed, Phoenix Hill (founded in 1976) is renowned as a musical venue, but not considered a go-to craft beer showplace. This may or may not change owing merely to a craft beer festival, but surely Jason is right. In terms of demographics, this should be a fine showcase for better beer.
Seeing as one of Louisville's more famous pre-Prohibition breweries, Phoenix, was located just down the street from the premises of the present-day tavern (NABC's annual sour ale is named after it), perhaps there'll be a few ghostly interventions on top of the rest. As always, stay tuned for more details.