The Power of Social Media around Craft Beer

With permission from Andy at the BA, I wanted to share the following information. It’s emphasizing the power of outreach and specifically the use of social media in conjunction with a craft beer celebration, American Craft Beer Week.

If you are in doubt in any way – either as a professional or as a consumer – that social media is a fad, un-useful or otherwise moot, think again. Also realize the true galvanization that happens when people are after a common goal: the advancement of craft beer.


Hi All,

Thank you to the hundreds of breweries, distributors and retailers that helped make this year’s American Craft Beer Week (May 16-22, 2011) the largest ever. The endless stream of tweets, Facebook posts and media hits echoed exactly what the week is all about. This is a grassroots recognition and celebration of today’s beer lovers and small and independent craft brewers, hand crafted beers, and the proud and vibrant craft beer culture we enjoy today.

Attn: ACBW or mail to American Craft Beer Week, 736 Pearl Street, Boulder, CO 80302.

Cheers to ACBW & Social Media

For 2011 we’ve documented some amazing media coverage/mentions via Delicious including:
ABC News Chicago, Fox & Friends Sunday morning feature, USA Today, Food & Wine, Washington Post, and so many more stories/features/coverage/interviews/member press releases/etc.

Additionally, below are some social media stats that were collected surrounding the week:

  • CraftBeer.com (Official ACBW Site)
    -CraftBeer.com received 1,521 ACBW event posts from hundreds of craft breweries and retailers
  • Facebook
    – The American Craft Beer Week Facebook page has 36,508 likes as of May 23, 2011.

*Twitter Keyword Searches # of mentions.

  • “ACBW”
  • – 3,502 (Past 7 Days), 4,239 (Past 30 Days)
  • “American Craft Beer Week”
    – 3,832 (Past 7 Days), 5,543 (Past 30 Days)

*Web Keyword Searches # of mentions “ACBW”.

  • – 2,947 (Past 7 Days), 3,339 (Past 30 Days)
  • “American Craft Beer Week”
    – 2,738 (Past 7 Days), 3,716 (Past 30 Days)
  • *Keyword source results from Topsy on May 23, 2011

More than 15,500 people have viewed the American Craft Beer Week video since February 22, 2011. Plus 5,000 users unlocked the American Craft Beer Week badge on Untapped.com

Thanks to all who celebrated/leveraged the week and start planning NOW for the 2012 American Craft Beer Week, which will be May 14-20.

Julia Herz
Brewers Association/ CraftBeer.com
julia@brewersassociation.org

Andy Sparhawk
andy@brewersassociation.org

Craft Beer Program/Brewers Association

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American Craft Brewers like to Collaborate

Here’s an example of collaboration: Guest tap of a neighboring brewery during American Craft Beer Week (just finished May 16 – 22).

Larry (l) and Scott (r) salute ACBW with collaboration

Larry Chase, Standing Stone, and Scott Saulsbury, Southern Oregon Brewing, enjoy a good beer together. And not just during ACBW.

They are comrades, as are many brewers. This is a snapshot from this past Saturday during ACBW. Larry invited a few guest brewers to join them at SSBC and share their beer for the benefit of the SSBC guests and beer enthusiasts. Corey of Klamath Basin was another brewer Larry engaged.

See, when collaboration happens, then it’s better for the whole community. Collaboration = communication = common goals = fun = success.

Support your local brewery collaborations. Look for them off-sale (in stores) and on-site (on draught). There’s no more creative group of thinkers than American craft brewers.

Here’s another example of collaborating in the beer community.

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CAMFA & American Craft Beer Week

CAMFA = an educational program developed by web which stands for Color, Aroma, Mouthfeel, Flavor and Alcohol.

American Craft Beer Week = celebration of the contributions of American craft brewers.

Declare your ACBW Beer Independence

Put the two together and VOILA!! It’s a winning combination. In honor of ACBW, as beer enthusiasts may call it, here’s a tongue in cheek new iteration of CAMFA, dedicated to ACBW.

  • C = Craft beer. While to some it may be a state of mind, there’s no doubt that well crafted beer of any sort is worthwhile tasting.
  • A = Assortment. With well over 1700 craft breweries in American and 600+ more on the way, the variety is incredible.
  • M = Moderation. Savoring the Flavor, as the BA promotes – as do we, is the key to truly enjoying your beer and the precious universal beverage breweries put into every batch.
  • F = Females. With under 30% of women currently partaking of beer AND with women making 80% of purchasing decisions across the buying board, now is absolutely the time to get them involved. They are the future of American Craft Beer.
  • A = Accessibility. With the majority of Americans within 10 miles of a brewery, there’s every reason to hop on your bike, scoot the skateboard and otherwise get your self to the local brewery with friends.

Supporting your local brewery goes well beyond you and them. It’s good for our country and the international community.

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Educating Consumers = More Business

Last night found Kate & I at a local establishment presenting Herstory: Women In Brewing. The event last night had a twist – it’s a German (Bavarian) themed restaurant and bar in a very well restored old school.

The proprietors have been great partners in the past and last night was another example of a service business offering events above and beyond their norm for guest experience and education.

We’re always glad to work with the Frau Kemmling crew: it’s a nicely appointed place, comfortable, the staff is accommodating, the food tasty, the beer fresh and well poured.

Consumer events = good

The Herstory presentation is one we have given before, and will surely present again. It’s an overview of how women have forever been involved in brewing. It’s suitable to just about all audiences as herstory/history seems to be of interest to a diverse population. Knowing of the heritage of the Frau, we customized it to include female German information too.

Offering education for all audiences is key to progress. When consumers are educated, they come back more often asking for more. When professionals are educated, they know how to better serve the consumers. And around turns the wheel of craft beer.

As the industry leader in marketing craft beer to women, we will keep reaching out to places to host events wherein the consumer is offered enlightenment. We’ll keep reaching out to businesses who totally or partially rely on beer sales to help them survive and thrive.

  • If you’re a consumer, ask for education – the more specific the better. Want to have women’s only events? Ask for them. Want to learn about beer styles? Ask for it.
  • If you’re a professional, offer it up to your consumers. Don’t wait for them to ask.

And as always, WEB is available to help guide all interested parties to success with events. Get in touch with us here to help. It’s one of our areas of expertise based services.

Cheers to American Craft Beer Week (Day 2)!

Photo by Kate K Parks

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Celebrate American Craft Beer Week by Cooking with Beer

One of my favorite things to do in life is cook. It’s made even better and more attractive by including beer in the recipes as ingredients.

There are numerous well done books that can provide guidance in cooking with beer. Some will walk you through everything, some include narration and stories, and some may simply provide inspiration.

Cook with your beer

Kate has lent me Great American Beer Cookbook by Candy Schermerhorn. It’s one I’ve flipped through, paused, scanned, and read bits and pieces of in the last several weeks. One of the best functional things about this beer cookbook is the spiral binding which allows for a flat working open book.

We have Lucy Saunders’ Best Of American Food & Beer around somewhere although it’s gone missing…hope to find it and use it again soon. I really like the color photographs which help bring the dishes and beer to life. View and order this one and several others here.

A new one that is gracing our shelves and has yet to be utilized is John Schlimm’s The Ultimate Beer Lover’s Cookbook. “Ultimate” for any endeavor is a tall claim and I’m hopeful it’ll be friendly to work with and share new ideas.

Experiment and play with beer as ingredient. Here’s a recipe I created for a local newspaper for a beerinade.

And we’re also teaching a class per cooking with beer at a local co-op food grocery store. Do the outreach and people will respond. Build more and stronger beer culture around cooking with beer.

  • Beer businesses: offer beer as ingredient classes and workshops. Cooking classes remain popular and fun, and a great way to keep getting more people into onto the myriad flavors beer can offer.
  • Consumers: ask for classes and workshops that involved beer as an ingredient. The only way you’ll get such beerific choices is to ask for them.

Cheers to (cooking with) American Craft Beer Week!

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Fresh Batch of….Shirts!

Brown, white, black, navy, red, green....Best fresh, I always say.

Best fresh, I always say.

While we work out the wrinkles per our online Beer Gear Shop, please be our guest and follow this link to an album of new Women Enjoying Beer shirts.

Pricing:

  1. Women’s short sleeve, women’s fit (of course!) T’s = $20 each. Most are organic cotton, are a nice soft hand, and wash/dry well (no shrinking); Solid color shirt with Silver logo front and back; Black shirts = full WEB logo colors
  2. Men’s fit short sleeve T’s = $20 as well. “Men Enjoying Women Enjoying Beer”, full WEB logo colors on organic black cotton.

Contact us here or call WEB World Headquarters at 515.450.7757 (Pacific Time) find out what sizes are available and what shipping costs will be.

Hint: It’s more economical to order more than one at a time! And we’re headed into full-on summer beer festival time. Show your Women Enjoying Beer pride.

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Getting More Women Into Beer = Treat Mom!

My Mom and I

It’s pretty simple, really, at its core…getting more women to enjoy beer.

Today is an ideal situation: treat mom to a beer. Take her out or surprise her in. However you decide to do it, engage Mom in beer. Pairing beer with food is a great place to start.

Like any segment of the population, not everyone in that segment will respond positively or permanently. The questions I’d ask you is this: How do you know mom does or doesn’t like beer until you try?

Me and Mom Mon-in-law

Remember there are literally thousands of beers available in the USA, and hundreds (if not thousands) more across the globe. No matter where you are, Mom’s are sure to be there too.

If your Mom is no longer around, then celebrate her memory and the other fabulous women you know who are moms – to kids, companion animals, to their loved ones and friends.

Happy Mother’s Day! My mom and mom in law included xo

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HerStory & Ninkasi

back side of the Ninkasi Brewing gate

In homage to the pending Mother’s Day Holiday, WEB invites you to enjoy an excerpt from the Hymn to Ninkasi, the Sumerian Goddess of Fermentation.

Borne of the flowing water (…)
Tenderly cared for by the Ninhursag,
Borne of the flowing water (…)
Tenderly cared for by the Ninhursag,
Having founded your town by the sacred lake,
She finished its great walls for you,
Ninkasi, having founded your town by the sacred lake,
She finished its great walls for you
Your father is Enki, Lord Nidimmud,
Your mother is Ninti, the queen of the sacred lake,
Ninkasi, Your father is Enki, Lord Nidimmud,
Your mother is Ninti, the queen of the sacred lake.

Her name and contribution to brewing came up yesterday at our HerStory: Women in Brewing talk + tasting event.

Like our friends at Ninkasi Brewing affirm, Worship the Goddess.

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Skagway Brewing

Many hoppy thanks to Courtenay and Clifford of Skagway Brewing for this note:

“Hi Ginger,

Just wanted to let you know that our WEB gear arrived just in time for Skagway’s 2nd Annual Craft Brew Festival. It’s a small affair with about 6 homebrewers and 2 professionals, but it draws quite the international crowd (we’re very close to Canada).  Trevor and I both wore our new shirts and happily spread the word about WEB. Hopefully you ‘ll be noticing some interest from Skagway and the Yukon.

Cheers from Skagway,

Courtenay”

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ROW ROW ROW your raft….

One thing Women Enjoying Beer is really keyed up about is this summers Raft & Craft trip, July 17 – 19. We’ll be headed down the gorgeous Rogue River.

Photo courtesy of ROW Adventures

Think about it:

Lazy days being taken care of by competent and gracious rafters, jumping in the refreshing waters as you warm up in the sunshine, savoring a leisurely lunch, back in boats and kayaks for the afternoon, and landing safely for the day at a restive lodge. After a freshen up and change of clothes, gathering again to learn and enjoy craft beer paired with foods – all specifically designed just for you!

Well, it’s within reach! WEB is thrilled to again be part of this great idea of combining a great American past time – white water rafting with truly American Craft Beer.

Treat yourself to this summer trip – register here today. It is filling up so act soon!

Need more convincing?? Read on. Better yet, after you sign up, send this info to a friend so they join you. Here’s a bunch of materials to reinforce this high value memory packed trip.

See you then!

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Beer Wars Showing, May 19th

Per our Press Release: Ashland, OR—April 8, 2011

In conjunction with American Craft Beer Week the documentary film, Beer Wars, will be presented by Women Enjoying Beer on Thursday, May 19 at 7 pm. Callahan’s Mountain Lodge at exit 6 on I-5 just south of Ashland, Oregon is hosting the film event. The film is open to the women and men 21 years and older. Two beer samples are included in the ticket price. Tickets are $10 in advance, $15 at the door. Advance tickets can be purchased on-line.

Celebrate!

In its sixth year, American Craft Beer Week has become the largest national effort focusing on American craft brewers. Sponsored by the Brewers Association, this national beer week, since 2006, has logged thousands of events and two U.S. Congress Resolutions have been passed supporting the goals and ideas of ACBW.
To help celebrate American Craft Beer Week in the Rogue Valley Ginger Johnson of Women Enjoying Beer, an Ashland based business, is bringing Beer Wars to southern Oregon to highlight craft brewers during this national celebration. “For a community that is already in tune to supporting independent films as well as small brewers, this event is a good fit for people in the Rogue Valley,” said Johnson.
From the Beer Wars website: “In America, size matters. The bigger you are, the more power you have, especially in the business world.
“Director Anat Baron takes you on a no holds barred exploration of the U.S. beer industry that ultimately reveals the truth behind the label of your favorite beer. Told from an insider’s perspective, the film goes behind the scenes of the daily battles and all out wars that dominate one of America’s favorite industries.
“Beer Wars begins as the corporate behemoths are being challenged by small, independent brewers who are shunning the status quo and creating innovative new beers. The story is told through 2 of these entrepreneurs – Sam and Rhonda – battling the might and tactics of Corporate America. We witness their struggle to achieve their American Dream in an industry dominated by powerful corporations unwilling to cede an inch.
“This contemporary David and Goliath story is ultimately about keeping your integrity (and your family’s home) in the face of temptation. Beer Wars is a revealing and entertaining journey that provides unexpected and surprising turns and promises to change the world’s opinion on those infamous 99 bottles of beer on the wall.”
Access this press release and other media information here.

Women Enjoying Beer (WEB) is in the business of developing and serving the female beer consumer. WEB partners with the beer industry to help it grow by authentically and accurately marketing to the female beer enthusiast. WEB also works with women directly to encourage their beer enthusiasm. WEB does this work through marketing, research, workshops, education, speaking, writing, and events.

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Tips On Hosting Successful Women's Beer Events

As the industry leader in developing the female beer consumer from her perspective, Women Enjoying Beer wants to share some tips for even more successful women’s (or any for that matter) beer events:

Give away small goodies. We give away goodies at every event we do and it accomplishes a few things.

  • TOMA – they remember you and your brand long after the event
  • Engenders a fun “I got something extra” feeling which is good for your brand too and long lasting.

Ginger & Mike Rybinski

What to give?

  1. You’ve most likely got a few small somethings to give away. They don’t have to be big or schwag – they can be tours (even if they’re free, private ones are coveted), free glass of beer, etc.
  2. Fresh copies of beer magazines. You know there are always plenty at shows/festivals – pass them forward.
  3. Gag gift. I know award winning brewer and erstwhile bingo leader Mike Rybinski gives away ‘worthless trinkets’. Brilliant! Who cares what it is – ‘it’s mine and I won it’ is the fun and successful rational.
  4. Previously read beer books. Seriously – most of us may have a good used book store in town. Find older gems to give away. People are interested in learning more about beer – here’s one way you can help them.
  5. Extra festival/event glasses. There’s usually some lurking about.

Stage the goodies and set up times in the event program to give them away. We simply assign all guests, when they arrive/check in, a number which goes in a glass to draw. Low tech works.

Last night’s event for us involved a handful of veterans and a ton of new women. We gave all the new folks a special welcome packet which contained a logod notepad (one color printing on excess paper, mixed colors), logo pencil, large and small logo stickers, business card, AND the fabulous BA CraftBeer.com/GABF flyer in each one. We gave the veterans glasses I picked up at the CBC – which they really loved.

We pass these things our selectively anyway and since they are already at our event, what a great inexpensive way to say thank you. Low cost, high impact, brand development.

Extra festival glasses make great giveaways

Oh – and we photograph each event. Not just the guests; we take images we can use of the beer, the food, the setting, etc. We can use these infinitely in marketing, magazines (you may have seen some on TNB and AAB). Kate brings her camera, sets them up in Picasa and away we go! Don’t worry about being an expert – just snap and review later.

Another good move: post the events menu on your site within 24 hours of holding the event. When you can have a few pictures ready to go with the posts, all the better. Pictures are a dynamic accent – change them as often as is reasonable so returnees to your site see something new regularly.
We don’t have menus printed because the majority of the time, half of them languish on the tables after the guests have left, with drips and spills on them which make them unusable to print on again (although they make fine scratch paper). Posting the menu online drives after event traffic to your site as well. readers, including you, can print it of if you choose. Otherwise it’s greener to simply make it available online.
You can look for some group photos soon of the 20+ women enjoying beer with the ACBW Declaration of Beer Independence signed and properly toasted…

Cheers to the future of craft beer: women.

Ginger & Kate

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Red! She Said

photo by Kate Parks

Last night’s WEB meet up featured Red style beers. This style of beer is one we call ‘crowd pleasers’ because they are. They’ll enlighten and usually not offend.

When you’re doing tasting and educational events that people are paying for, this can be important. They reach a broad audience while being true to a craft category.

Here was our menu at our fine host, 4 Daughters Irish Pub:

1. Mendocino’s Red Tail Ale paired with fresh made deep fried cheesecake bites. WOW! The lushness of the real on-premise made cheesecake with the carbonation and flavor of the Red was really well received.

2. Laurelwood’s Free Range Red paired with Reserve Gruyere (pasteurized Swiss cow’s milk). Nice! As many know, beer and cheese ce magnifique!

3. Mad River’s Jamaican Red paired with Noord Hollander Gouda. This Gouda is much drier than most have had so the texture variation alone was well worth the exploration. PLUS Kate speaks Dutch so she was good enough to pronounce it authentically for us.

4. Lompoc’s Proletariat Red paired with fresh chocolate cake with drizzles (on the side) of a spicy chocolate sauce using Cayenne pepper. We encouraged people to try it with the sauce as least once, even if they don’t usually care for spicy. Home Run.

So – there you have it. Another tasty menu, collaborative event for women in our community.

They are the future of Craft Beer and we’re having a ball helping them learn all about it.

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Gear Up For American Craft Beer Week

Okay – so did you know American Craft Beer Week (ACBW) is coming up?? Did you know women love beer? Did you know women love to celebrate?

If you’re unawares, now’s the time to know: May 16 – 22, 2011 = American Craft Beer. It’s a congressionally recognized celebration of everything the craft beer community contributes to our country. Watch this video that WEB made for ACBW.

American Craft Beer Week is to be celebrated!

We’re celebrating big by offering a variety of craft beer focused events including:

In addition to these, we’ve got some classes with a few local Park & Recreation departments who see the value of offering unique and tasty educational and fun events to the community. It’s a perfect time to introduce an event solely for female beer enthusiasts. Equal Beer Rights = Red, White & Blue!!

You’ve still got time to save the dates – here’s a full calendar to dig through for events all over the country AND plan events if you’re any kind of beer oriented business and you sell/support craft beer.

No excuses to not partake and encourage this incredible industry. Get to it!

(Thanks to my beer-patriot Kate Parks for shooting the video)

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It's Official! WEB = Registered Trademark

Women Enjoying Beer has our registered trademark

It’s a big deal to Women Enjoying Beer that we just received, fresh off the United States of America Patent and Trademark Office press, our official certificate of registered trademark.

It’s a big deal to us as we’re thrilled to have this small piece of legal credibility going forward; educating women one at a time about craft beer, being their voice as they speak up about their relationship with beer, helping beer businesses properly market beer to women based on what the female consumer wants, and keeping the name safe (theoretically).

Raise your tulip shaped glass of fine craft beer in our direction (Orgon, USA) to help us celebrate.

Cheers!

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BeerRadio Guest Today: John Holl

If you’ve yet to tune into our freshly launched Beer Radio program, today’s a great day to start. (online streaming is best for listening worldwide)

We talk about all kinds of things beer. So far we’ve been sharing about Herstory:Women in Brewing, Craft Brewers Conference info, beer and food pairing…as well as nabbed a few beer colleagues from the street to chat very spontaneously with us. Like most craft beer people, they we’re totally cool with it.

Ginger & John Holl at the CBC, San Fran CA

Today’s special guest will be John Holl, of Beer Briefing and co-author of the new Indiana Breweries. John and his compatriot covered all the breweries in Indiana to write this comprehensive compendium. Here’s a video of them talking it up.

John’s a fun and passionate beer person whom I’ve gotten to know in the last year. Truth be told, he was roped (willingly, might I add) into our media fun last fall during GABF. We co-hosted an informal meet and greet at the recently wrapped up CBC too.

Tune in today from 5 – 6 pm Pacific Time to enjoy the beer banter. The episodes are also archived for your listening pleasure at your own convenience.

Watch and listen in for great guests of all walks as we BeerRadio it forward. Cheers!

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Renee, Maureen and Jack

Maureen Ogle, Renee M DeLuca and Jack McAuliffe were all present at the CBC last week. It’s apparently rare for Jack to go to a big event and the crowd, I think, was appreciative.

The 3 of them made up a panel session following the lunch time break on Saturday. It was one I circled right away for a few reasons.

One – Maureen is a dear friend, historian and I really enjoyed and reference regularly her book, Ambitious Brew: The Story Of American Beer. In fact, she humored me when it came to market a few years and let me host one of her book launch parties. Success was had by all. Maureen has literally hundreds of stories that did not get into the book and she’s very enjoyable to listen to.

Two – Renee and I have tweeted a few things back and forth. Knowing that Maureen thinks she’s pretty special makes me want to meet her too. She’s Jack’s daughter as well and is passionate about beer as well. Hope to get to know her better.

Three – Jack is commonly revered as one of the key founders of the modern Craft Beer movement. He started New Albion Brewing when there were well under 100 (under 50?) breweries in the entire US of A in the 60’s/70’s. His efforts, while the brewery didn’t make it, certainly forged ground for other founders ala Ken Grossman.

Listening to these 3 highly intelligent, fun, and passionate folks was well worth it. The audience felt the same too.

They got a standing O.

Beer history stands to tell the future beer people much. If you’re one of them, pay attention, read up, go forth with your eyes open all the way.

p.s. More women need to get into the breweries. No reason why not.

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2011 CBC Symposium Ales

The Craft Brewers Conference always has some sort of special beer to give to attendees. It’s a fun small part of the whole to be savored and enjoyed after the conference is over (for me at least).

This year was no exception, yet it was. This year’s celebratory beer came in a four pack. And a four pack with 4 varieties of beers – sweet (or spicy or…). They’re all collaboration brews too, which is hot right now and lots of fun to make (surely) and to drink.

Here’s the line up:

  1. India Pale Ale by Drake’s, Triple Rock, and Firehouse breweries, checking in at 7.5% ABV. Drake’s is celebrating a double whammy: CBC in the Bay area (home turf) and their 25th Anniversary (Drake’s and Triple Rock brands).
  2. New Albion Porter by Black Diamond and Napa Smith, at 5.9% ABV. This one is a nod to Jack McAuliffe’s pivotol contribution to the craft brewing movement. Plus Don Barkley of Napa Smith was one of Jack’s very first workers.
  3. Sour Brown by Russian River and Sierra Nevada, at a tasty 6.2% ABV. Vinnie and Natalie at RR have set the tone for sours and it’s an increasingly popular style.
  4. Oyster Stout by Magnolia, Iron Springs, and Marin Brewing Co., at a drinkable 5.9% ABV. Oysters in this beer were supplied by Hog Island Oyster Company.

An assortment of other vendors and suppliers provided the packaging, bottles, artwork and so on to complete the goodie. Area of improvement = describe the beer on the label. Use words everyone can identify with to best enjoy the beer.

This is a good example of the sheer variety and cooperative feeling within the industry.

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Dishing at the 2011 Oregon Cheese Festival

WEB at the 2011 Oregon Cheese Festival

Beer and cheese is a classic and unlimited combining of flavors. Get some beer, get some cheese and have at it! You can’t go wrong because no matter what you try and pair, you’ll learn if you like it or if you don’t need to repeat it.

Here’s a video piece by The Local Dish of WEB at the recent Oregon Cheese Festival. Thanks Barb!

Keep beer and cheese in mind the next time you want to enjoy great flavors quietly and with friends.

Oh – and know that tasty local beer is within 10 miles of the majority of the US population and there are more and more cheese makers close by too.

Drink and eat locally. Support your local brewer and cheese maker.

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