Brew it and they will drink!

That seems to be the core business plan behind the onslaught of craft breweries taking over every square foot of available United States property. The thing is, a wonderfully large percentage of these brewers are turning out excellent product.

This is just one reason to attend Friday's Brewfest at the Beach in New London's Ocean Beach Park. A historically great event that's always triumphed at presenting classic and up-to-the-minute beers for sample, it has also served as a fun challenge for Brewfest King Ed Cramer, who arranges the beverages for the night. Expect more and finer beers than ever before!

Adding to the overall quality is an appearance by the Brewfest house band, Rhythm Method, and enticing snackage in the form of hotdogs, chili and pizza. Best of all: Proceeds go to Camp Rotary, a facilty and program that benefits New London middle school kids.

Brewfest at the Beach, 6-9 p.m. Friday, Ocean Beach Park, 98 Neptune Ave., New London; ages 21 and over; $25 advance, $30 gate; newlondonrotary.org.