Next year the organisers should have a quiet word with that Thor chappy. Perhaps a couple of complimentary firkins might persuade him to keep his hammer to himself for the requisite few days.

Maybe he's trying to point out that they should include mead in their list of available beverages?

Mead++

REally, as an Anglo-Saxonist, I ought to try mead. At least once. But possibly not when I might be drinking other things too. That could be a receipt for disaster.