It’s not that difficult, folks (from The Guardian):

Best of all was the reaction of the audience: enthusiastic standing ovations at the end, real concentration during the performances, and some judicious beer-swilling.

It’s an overstatement to say that allowing an audience to drink beer will make that audience trend younger, but there’s certainly a kernel of truth there.  The beer, of course, is more a symbol than anything else; it signals to younger folks that the space is less formal, more welcoming, and more of a party than a lecture.

The answers ain’t deep.