Bavaria is coming to Brum in a huge boozy corporate shindig.
Following the tradition of the world-famous Munich Oktoberfest, Birmingham is set to launch its very own Bierfest in September at Millennium Point.
City-based event organiser Big Cat Group has detailed plans for the Bierfest "FestofAle" in a contract value of over £200,000.
An agreement has been made with Birmingham Landmark to hold the event on September 28 and 29.
The festival is expected to play host to over 3,000 guests, primarily as a corporate hospitality opportunity for Birmingham businesses.
The event will carry a Bavarian theme, set to replicate the traditional beer tents found at the Munich festival, the largest event of its kind in the world.
The agency, which is based in St Paul's Square, is delivering all marketing and event logistics.
It believes the event will be the biggest corporate beer festival in the Midlands.
Big Cat Group marketing director Anthony Tattum said: "The Bierfest has been developed in line with the company's ongoing plans to develop the city's live events calendar - the tremendous success of the Grand Winter Ball last year has lead us to develop the Bierfest as an additional option in the corporate calendar."
Prices start at £69.00 per person for a fully inclusive package, with discounts for large group bookings.