The nexus for the craft beer revolution for many people happens at home or at a friends place when they try something new and different. The spark may happen at a random event like this or when that leap of faith occurs and you take from it a fire that builds slowly and steadily. But for many people what cements their transition from macro to independent craft beer is most likely a visit to a certain taproom that propels them forward into a world they didn't know existed.
A few weeks ago, I took my brother in law Cam to a few of my favourite stops in Toronto while our wives went to see Ellen. Starting at Muddy York, a place we frequent on a fairly regular basis, I began to see the taprooms I had come to know and love in a different light. Watching someone else soak in the atmosphere we may have become accustomed to and seeing the wheels spinning on what was happening was inspiring. It made me think of how far we have come in a few short years and what generated that transition. From décor to personalities and of course, the beer, I could start to understand the pull of the taproom and where it was becoming so much more than just a place to pick up new or favourite beers.
Most beer drinkers are not craft beer drinkers. Whether from habit, disdain for the new or unknown or just plain indifference, the market we live in, while intense and growing, is mostly unknown to the larger beer drinking public. They have little interest in our squabbles about macro versus craft and even if they are into the craft beer drinking, it is merely as a consumer, not an adherent to some unknown principles of independence and creativity. They just wanna drink some damn good beer and enjoy themselves.
We become entrenched in our little world and spending some time with people who enjoy craft beer but are not involved in the ups and downs of the daily movements and social constructs of the industry is eye opening to say the least. Things we think are huge issues do not even begin to resonate with them. They buy new beers all the time and if they like them, buy again. Brand loyalty isn't a real issue as it's a big section of new stuff to try and the occasional stop in a brewery on a Saturday drive out with the family. They are not invested in the "battle" we fight every day of corporate beer versus independent beer and our squabbles about this beer or that being off flavoured or over priced doesn't even reach their ears.
The trials and tribulations of our tiny corner of the beer aisle aside, the thing I saw that resonated with me the most was how exposure to one or two really well run taprooms can change peoples perceptions on a dime. Talking on Twitter about this, I was a little surprised by the response I got when I asked people about that particular visit to a brewery that turned them into craft beer drinkers. Everyone had their own reason for falling in love but the driving force behind a lot of the talk was the people who worked at each spot and the beer that grabbed their attention. From small out of the way places like Killanen up towards Owen Sound to craft giants like Amsterdam, Great Lakes and Sawdust City, people were passionate about their first loves. The one that gave you a glimpse behind the curtain to a world where beer wasn't just a 24 and a hangover. It could be a place to hang out, bring the kids and the dog and enjoy a beer while everyone listened to a local band play and a food truck sat out front for snack time. It could be a hub for groups to connect and help spread the word for worthy causes and maybe a home away from home for someone in need of a break from it all. It in time replaces the local pub, never a real kid friendly place to be fair, with one where strollers and talks of favourite hops go hand in hand. Paint nights, comedy, activism and social gatherings all help to convert a casual fan into a long time one and bring forth a new and wonderful feeling of community and ownership that never existed in their beer drinking lives before.
The impetus lies with us, the lovers of independent craft beer to help keep open the doors and make room at the table for everyone who wants to sit down. We must continue to strive to be better than what came before us and make it so that whenever someone comes into our favourite brewery, they too can experience what we felt on that day that changed us forever. It only takes one bad experience to turn someone away and it is a real shame when we lose people who could otherwise be a part of growing what we love. Make time to explore your favourite places with a friend or family member who expresses an interest and help make the revolution spread.
Cheers!
Polk
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