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wineanddinosaur · 4 years

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Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members

After Brewers Association Diversity & Inclusion Ambassador Dr. J. Nikol Jackson-Beckham started a popular hashtag, #IAmCraftBeer, on her personal Twitter account in September 2019, its ethos has taken hold in the real world, most recently at craft beer cult favorite Trillium Brewing.

Jackson-Beckham launched the #IAmCraftBeer hashtag after Chalonda White, a beer blogger (a.k.a. Afro Beer Chick), received a horrific racist email regarding her involvement in the beer industry as a black woman. White shared that email via a screenshot on Twitter, and Jackson-Beckham shared it with her own followers with a call to action:

“Okay #BeerTwitter, I am asking for your help. I am enraged […] I want to channel this feeling to something positive. I want to demonstrate what an inclusive #craftbeer community looks like. So, here’s what I’m asking: 1. Take selfie. 2. Tell us something about your wonderful, complex, individual self. Tag your post with #IAmCraftBeer.”

Her tweet became a multimedia movement, successfully garnering responses from thousands of beer community members (including me) on Twitter, Instagram, and personal blogs.

“I refuse to allow anyone [to] tell me that I do not belong because I am black woman,” White wrote in an October 2019 blog post. “This is why I am forever thankful to Dr. J. Jackson-Beckham for not only her words of encouragement in a private conversation but what she did next. She created #IAmCraftBeer in support of that situation and anyone else [who] is faced with challenges of being told they do not belong. It is a movement that is continually growing not just here in the US, but internationally as well. It is a movement of love and respect of like minded people. Beer should not be defined by who drinks it, only but the quality of the beer itself.”

Following the overwhelming response to the hashtag, the next logical step was out of cyberspace. “…[W]hen I turned it around for these breweries and proposed a collaborative brewing project, I said ‘Well, what if we think of #IAmCraftBeer as an introduction,” Jackson-Beckham told Brewbound.

And so, #IAmCraftBeer has manifested IRL in the form of community partnerships and collaborations, most recently via Trillium’s Wonderful Complex Individual, a beer brewed in partnership with the Urban Farming Institute (UFI) of Boston. The beer is a stout made with sweet potato, Madagascar vanilla, cinnamon, and nutmeg, and UFI will collect $1 per draft beer sale, and $2 per 4-pack of cans sold. (The beer name references Jackson-Beckham’s original #IAmCraftBeer tweet.)

“If you look around today, we’re not exactly a great reflection of that community but we’re building toward that,” Trillium Co-Founder JC Tetreault said at the launch event for Wonderful Complex Individual on Friday, Feb. 7. “This project is an effort to help outwardly express that and inwardly express that.”

Of course, Trillium isn’t the only brewery that took the call to action offline, or the first. Chicago’s Revolution Brewing, Philadelphia’s Love City Brewery, and Kansas City’s Rochester Brewing & Roasting Co. have each launched their own initiatives.

But Trillium taking this step is particularly powerful because it is one of the most idolized craft breweries in the country. (It’s also, arguably, a leader in one of the whitest and male-est beer communities, Boston). By broadcasting an anti-racist message to fellow brewers and fans, it sets the stage for more of us to look outside our sameness, or step outside our social circles and comfort zones, to reach a deeper community of craft beer lovers around us.

All of #IAmCraftBeer’s participants have good intentions, but the handful who are turning their retweets into real-life initiatives are actively showing that craft beer is more than a microcosm; it is a multitude of multifaceted participants with the potential to reach many more.

Actions speak louder than hashtags. Let’s all look around to see where we can welcome more “wonderful, complex individuals” into the conversation, and into the taproom.

(Note: The next #IAmCraftBeer meetup is scheduled for Sunday, March 15 from 1 to 5 p.m. at The Fermentorium Barrel House in Milwaukee, Wisc.)

The article Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members appeared first on VinePair.

source https://vinepair.com/articles/hop-take-i-am-craft-beer/

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isaiahrippinus · 4 years

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Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members

Her tweet became a multimedia movement, successfully garnering responses from thousands of beer community members (including me) on Twitter, Instagram, and personal blogs.

Actions speak louder than hashtags. Let’s all look around to see where we can welcome more “wonderful, complex individuals” into the conversation, and into the taproom.

(Note: The next #IAmCraftBeer meetup is scheduled for Sunday, March 15 from 1 to 5 p.m. at The Fermentorium Barrel House in Milwaukee, Wisc.)

The article Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members appeared first on VinePair.

source https://vinepair.com/articles/hop-take-i-am-craft-beer/ source https://vinology1.tumblr.com/post/190806918734

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delfinamaggiousa · 4 years

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Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members

Her tweet became a multimedia movement, successfully garnering responses from thousands of beer community members (including me) on Twitter, Instagram, and personal blogs.

Actions speak louder than hashtags. Let’s all look around to see where we can welcome more “wonderful, complex individuals” into the conversation, and into the taproom.

(Note: The next #IAmCraftBeer meetup is scheduled for Sunday, March 15 from 1 to 5 p.m. at The Fermentorium Barrel House in Milwaukee, Wisc.)

The article Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members appeared first on VinePair.

source https://vinepair.com/articles/hop-take-i-am-craft-beer/

source https://vinology1.wordpress.com/2020/02/13/hop-take-from-twitter-to-trillium-iamcraftbeer-empowers-beer-community-members/

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johnboothus · 4 years

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Hop Take: From Twitter to Trillium #IAmCraftBeer Empowers Beer Community Members

Her tweet became a multimedia movement, successfully garnering responses from thousands of beer community members (including me) on Twitter, Instagram, and personal blogs.

Actions speak louder than hashtags. Let’s all look around to see where we can welcome more “wonderful, complex individuals” into the conversation, and into the taproom.

(Note: The next #IAmCraftBeer meetup is scheduled for Sunday, March 15 from 1 to 5 p.m. at The Fermentorium Barrel House in Milwaukee, Wisc.)

The article Hop Take: From Twitter to Trillium, #IAmCraftBeer Empowers Beer Community Members appeared first on VinePair.

Via https://vinepair.com/articles/hop-take-i-am-craft-beer/

source https://vinology1.weebly.com/blog/hop-take-from-twitter-to-trillium-iamcraftbeer-empowers-beer-community-members

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chicagobeerpass · 5 years

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Chicago Beer Pass: ChiSox

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Welcome to the Chicago Beer Pass: Your ticket to all the great beer events happening in and around Chicago.

On this episode of Chicago Beer Pass, Brad Chmielewski and Nik White are joined by Afro Beer Chick as they dive into the Hazy Hero from Revolution Brewing. The three of them chat about stops at Begyle Brewing for their 663 release, Half Acre’s hot dog event, ChiSox Craft Beer Fest, Riot Fest, Ike & Oak Brewing in Woodridge, and a stop at Piece Brewing for their Light and Curvy. It was a busy week as you might have seen on the Chicago Beer Pass Instagram. And for all you video viewers of the podcast, hopefully you enjoyed that new show open that Brad and his team at LooseKeys put together for the podcast.

Coming up this weekend is Revolution’s Oktoberfest as well as the 312 Block party. You also have Metropolitan Oktoberfest going down where Afro Beer Chick is doing a meetup, so be sure to swing by and show your support for the #IAmCraftBeer movement.

Having issues listening to the audio? Try the MP3 (145.8 MB) or subscribe to the podcast on iTunes!

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sonicd · 5 years

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Something to go with dinner tonight. @turningpointbeer 🍻🍺🍻🍺🍻🍺🍻🍺 #DarrenDrinksBeer #beer #beerbumz #CraftBrews #Beerstagram #Instabeer #Untappd #CraftBeerPorn #CraftBeerNotCrapBeer #CraftNotCrap #BeerMe #ILoveBeer #CraftBeerLife #BeersOfInstagram #CraftBeerCulture #DrinkCraft #BeerGeek #BeerNerd #BeerDude #Microbrew #BeerPics #CraftBeerLover #CraftBeerCommunity #TXBeer #IAmCraftBeer (at Turning Point Beer) https://www.instagram.com/p/B2SyLATlrQu/?igshid=7zkx32kuviyy

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jbeer-en · 5 years

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Racist email to beer writer leads to #IAmCraftBeer Twitter response

#beer #JapaneseBeer [San Francisco Examiner]Japan, Germany, Scotland, Ireland, Mexico, Brazil, Canada and Scandinavia, Jackson-Beckham said. The short biographies often veered into the social, the political and the personal, each made more ...

#JapaneseBeer

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jculture-en · 5 years

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Racist email to beer writer leads to #IAmCraftBeer Twitter response

#JCulture

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baospodcast · 5 years

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#155 The Business Of Marketing Craft Beer Pt. 3: Doing It Right with Tiffany Alexis (High Season Co.)

It's been four whole months since we've had Tiffany from High Season Co. on the podcast, so we figured we were overdue for a chat. This time around, it wasn't just all marketing talk. We ran through our summer beer activities, why we're not into beer festivals as much right now, some great examples of beer marketing, the #IAmCraftBeer hashtag, fall beer trends we're looking forward to, and even a Craft Beer Marketing Lightning Round. We also cracked open the September beer box from our mates at The Craft Reserve, featuring some dank IPAs, some funky sours and even a creamy porter, all from Hamilton, ON's Fairweather Brewing, pairing it with some bacon crack jerky from Nate's Great Jerky. Cheers!

Beers Reviewed: Fairweather High Grade; Fairweather Brain Child; Fairweather Spirit Country; Fairweather Dream Pop.

This episode is brought to you by High Season Co. - @highseasonco // highseasonco.com

Theme tune: Cee - BrewHeads // bit.ly/CeeBrewHeads

Subscribe to the podcast on YouTube! // bit.ly/BAOSYouTube

Newest episode of BAOS Podcast!

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wineanddinosaur · 5 years

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The Biggest Beer Stories of 2019 (So Far)

It’s been a busy year for beer. A constant flow of beer releases, mergers and acquisitions, openings, closings, and cultural reckonings has packed the last nine months fuller than a beer geek’s trunk at a can release.

VinePair took a look at the last nine months’ worth of controversies and conversations, and pared it down to the year’s most significant moments. This list includes issues we’re still talking about today, and a few you’ve probably forgotten. Whatever the case, jog your memory and take a trip down memory lane with us.

10. Low- and No-ABV Beers Won Over Health-Conscious Drinkers

The sober-curious movement took a stronghold in the beer industry. Dozens of breweries introduced low-ABV options for health-conscious consumers this year, from Dogfish Head’s Slightly Mighty IPA, to the forthcoming Bell’s Light Hearted IPA. Additionally, sales of non-alcoholic beers are on the rise. Off-premise dollar sales of non-alcoholic (NA) beer are up nearly 18 percent this year, reaching close to $78.5 million through Aug. 11, 2019, according to IRI. Pabst, Heineken, and Anheusuer-Busch announced new NA beers. And in September, VinePair named Athletic Brewing’s Run Time one of the most important IPAs on the market.

9. PBR Almost Died, Then Came Back Six Times

Pabst Brewing Co. took MillerCoors to court last year claiming the larger brand would put Pabst out of business. That lawsuit was settled, and Pabst has since gone wild with new releases. At the end of 2018, it launched PBR Easy, a lower-cal, lower-ABV version of the original brew. In April 2019, it debuted Pabst Blue Ribbon Non-Alc and Pabst Blue Ribbon Extra. In July, it began test-marketing PBR Hard Coffee, now available in select cities. In August, it launched Pabst Blue Ribbon Whiskey. Also in August came the most shocking announcement of all: PBR Stronger Seltzer, to be released in 2020.

8. Allagash’s Rob Tod Won a James Beard

In May 2019, Rob Tod, founder of Allagash Brewing of Portland, Maine, claimed a victory for the craft beer industry at large when he won the James Beard Award for 2019 Outstanding Wine, Spirits, or Beer Producer. This is a big deal for beer, as leaders like Tod work tirelessly to earn beer the place at the table it deserves. Tod follows in the Beard-winning footsteps of Dogfish Head Craft Brewery co-founder, Sam Calagione (2017), Brooklyn Brewery brewmaster Garrett Oliver (2014), and Anchor Brewing founder Fritz Maytag III (2008, 2003).

7. Beer Advertisements Tried to Be Less Sexist (But Failed)

In February, Anheuser-Busch’s Michelob Ultra Pure Gold attempted to catch young, internet-savvy audiences with its Super Bowl ad featuring Zoe Kravitz. The ad showed Kravitz performing an advertisement-friendly form of autonomous sensory meridian response (ASMR), all in a lush mountain landscape. We felt the ad still sexualized Kravitz, who sensually whispers and caresses the beer bottle throughout the commercial.

In June, Bud Light revamped its “Real Men of Genius” campaign, this time calling it “Internet Heroes of Genius.” Progressive? Not exactly. A-B partnered with Post Malone and the famously, allegedly misogynistic Barstool Sports’ “Pardon My Take” podcast. That same month, Boston Beer launched a new Samuel Adams campaign, “I can taste my beer.” It, too, missed the inclusivity mark: In the ad that includes a woman, she simply tells her male date she can taste beer on his lips. She appears to have ordered a mixed drink.

And finally, Coors Light kicked off a new series of ads in August. One ad, titled “Bra,” features a young woman in her post-work ritual, which culminates in a cold beer. The chill vibe won a lot of fans — The Takeout’s Kate Bernot called it “groundbreaking,” and Eater’s Madeleine Davies found it “remarkable” and “woman-friendly.” But it isn’t that cool when you think about it. While the ad is certainly relatable, we would have gotten the message without putting the focus on the woman’s breasts.

6. Beer Got the LGBTQ Icon It Deserves

Credit: Nicci Peet

Many efforts have been made by and for the LGBTQ community in the beer industry, but none inspired such international excitement — not to mention beer collaborations — as Lily Waite and the Queer Brewing Project. Waite launched her project in April 2019, and has since partnered with numerous breweries in the U.K., U.S., and beyond to produce beers benefiting LGBTQ organizations around the world.

5. Inclusivity Drove Conversation and Community

Beer industry content creators, brands, and events like Beer Kulture, Crowns & Hops, and Fresh Fest demonstrate the size and strength of the craft community in real time, all day every day. In February, the industry got a wakeup call when Beer Kulture’s Toni Canada published a viral blog post that turned a mirror on its collective blind spots and selective rage.

From the racism at Founders Brewing, reactions to which Canada’s post poignantly addressed, to Reckless Brewing and Mirage Beer Company‘s offensive and inappropriate marketing, certain corners of the beer industry learned, painfully, that latent racism is rampant. (Mirage Beer Company apologized, Reckless Brewing shuttered, and the Founders issue is, unfortunately, unresolved.)

Meanwhile, beer has made strides toward a more inclusive present and future. After creating a diversity committee and appointing J. Nikol Jackson-Beckham, Ph.D., as its first diversity ambassador last year, the Brewers Association has launched a diversity grants program to help fund beer-centric events run by marginalized groups across the country.

Jackson-Beckham kicked off 2019 by authoring the Brewers Association Best Practices for Diversity and Inclusion, and has spent the year speaking at conferences educating the beer industry around the country. She also founded a new nonprofit, Craft x EDU, and launched a social media campaign, #IAmCraftBeer, to show the many diverse faces of the beer community. The hashtag has hundreds, and potentially thousands, of participants on Twitter and Instagram.

4. The Bud Light Knight Started a Corn Syrup War

Some called it CornGate; we preferred #Corntroversy: In February, the fictional Bud Light Knight started a real-world war between Anheuser-Busch and MillerCoors when the former brand’s Super Bowl ads called out competitors for using corn syrup in their beers, while Bud Light uses rice. Things escalated into a social media spat. Then, it turned into a lawsuit. Ultimately, A-B had to pull the Bud Light ads… but we fear the #Corntroversy lives on. The most controversial part? A-B uses corn syrup in several other brands, and either way, the sugar source is fermented out of the beverage (and turned into alcohol) before we drink it.

3. Boston Beer and Dogfish Head Merged

On May 9, Boston Beer Co. and Dogfish Head Craft Brewery shook the craft world to its core when the two brands announced they would “merge.” The joining of these industry pioneers meant combining the country’s second-largest and 13th-largest craft brewing companies. It was a big business move, and an emotional one for craft beer fans.

Later that week, VinePair caught up with Boston Beer’s Jim Koch and Dogfish Head’s Sam Calagione to discuss the merger (it’s really an acquisition), and what it will mean for both brands. Basically? Dogfish Head beer will be available in more markets, and Boston Beer adds a diverse range of flavorful beers to its portfolio. Everybody wins.

2. Resilience IPA United the Industry

Sierra Nevada’s original announcement about its Resilience campaign came toward the end of 2018, in the heat of the California Camp Fire. But Resilience IPA, the name for a beer brewed by close to 1,500 breweries across the country to benefit Camp Fire victims, was one of the most enduring stories of the year. Christie Merandino, production manager of Transport Brewing in Shawnee, Kan., told VinePair the campaign was the best thing she’d seen in the beer industry.

“[Sierra Nevada] put out a bat call and everybody answered,” Merandino said. “The vulnerability [of] Sierra Nevada putting out a recipe worldwide and saying, ‘we need help’ — when somebody so big can be so humble – I think that’s amazing.”

Although the campaign ran into some trouble in May (many participating breweries had not fulfilled their financial commitments to the campaign), “a large majority of breweries have now turned in their donations and we’ve raised about $9 million for Camp Fire relief thus far,” a Sierra Nevada spokesperson tells VinePair. The funds are being used to fund Butte Strong Fund initiatives, including providing temporary housing and shelter transition services, trauma reduction services, and funding Butte 211 Help Central, a hotline that connects Butte and Glenn County residents with low-cost or no-cost health and human services 24 hours a day. “There’s still a very long way to go for Butte County,” the spokesperson continued. “But without the very generous donations from breweries, suppliers, and, of course, beer drinkers, many of these projects would not have been possible.”

1. (White Claw) Hard Seltzer Took Over Beer Shelves, Sales, and Psyches

We never saw it coming. Well, actually we did, when we predicted hard seltzer was coming for beer back in January. But we didn’t know quite how hard America would fall for hard seltzer, especially White Claw.

White Claw inspired an internet phenomenon, dominated Fourth of July booze sales, and ripped into craft beer shelf space and dollar sales. It gave us false hope that beer sales were on the rise, when it was really White Claw dominating with triple-digit sales increases of its variety pack (320 percent) and black cherry flavor (308 percent) alone.

It may be killing some craft brewers’ buzz, but for others, it’s been an opportunity. CANarchy’s Oskar Blues and Squatters breweries have released their respective Wild Basin and Grandeur Peak spiked seltzers. Ninkasi launched an alcoholic seltzer brand, Pacific Sparkling. Platform Beer Co., now owned by A-B, launched an ongoing “seltzer project.” And Braxton Brewing’s Vive is now the “official hard seltzer” of the National Football League’s Cincinnati Bengals. (Of course, A-B blew Vive out of the water when it announced its Bon & Viv will be the official seltzer sponsor of the NFL.) Craft Brew Alliance, producer of Kona beer, launched low-proof Pacer in July 2019. Even PBR and Four Loko got in on the action, announcing plans to release “harder” hard seltzers in 2020. The hard seltzer category has officially spiked. Into it? Here is a chart of the calories, carbs, and alcohol in America’s best-selling hard seltzers.

The article The Biggest Beer Stories of 2019 (So Far) appeared first on VinePair.

source https://vinepair.com/articles/10-biggest-beer-stories-2019/

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