As a precursor, to put this briefly, I’ve been a bad beer blogger. And when it comes to The Session, if I were Catholic, I’d type something like “Forgive me Father, it’s been 30 Sessions since my last participation.” (Click here if you care to see old contributions from my initial blog, Red, White, & Brew) My New Year’s resolution is to be better.
For the 107th ed. of The Session, Dan Conley of Community Beer Works in Buffalo NY asks, a bit self-servingly (wink-wink foreshadowing), “Are breweries your friends?”
I say self-servingly because his blog is his brewery’s blog. And it worked. I really wanna try Community Beer Works beer now. And drink their beer and be a part of their community at least for the day. The topic, and hosting this Session, makes them seem, well, friendly. Conley expounds:
“To be in business nowadays you pretty much have to have a social media presence. This is especially true in the beer world, where some breweries have basically built themselves on their personality. And yet, at the end of the day, we’re selling you something.”
Conley continues, “Do you want your feeds clear of businesses, or do you like when a brewery engages with people? …As the person who does our social media…I struggle with this problem.”
My answer is: No.
Breweries are not our friends. Maybe I’m just speaking for myself and should say breweries are not my friends. But unlike Mitt Romney who famously said, “Corporations are people, my friend” (thanks in part to Citizens United), brewing companies are companies and therefore incapable of playing air hockey with me, taking me to a Portland Timbers game (except I suppose their sponsor Widmer Brothers Brewing could), or giving me a card that makes fun of my age for my next birthday. These are things friends do. Friends buy me beer. Breweries make the beer. And even then, what we love about craft beer is that brewers make the beer and, in the best of cases, we know their names and faces. And if you’re lucky, you’re friends with your local brewer(s).
Friendship is a relationship. Indeed, we have a relationship with the breweries that make the beer we choose to drink. And no doubt we have emotions surrounding breweries. In the case of local ones that we support, that emotion may be love. We are passionate about their beer. Given that most of us will never even have a beer from thousands of the 4,300 breweries that exist in the US alone, the emotion we feel for them may be indifference or lack of emotion. And in a few cases where folks feel they’ve been betrayed when a brewery sells out to ABI, a darker emotion courses through their bloodstream. Think about this: would a friend ever sell himself to the house of Bud and leave you high and dry (not that any of us would give up drinking beer altogether, mind you).
Heck, to Conley’s point, we “like” breweries on Facebook, and we delight when we see shiny new fermenters delivered just as we dote over actual friends’ newly delivered bouncing babies. But ultimately, no, breweries are not our friends. They are places we go with our friends. They are places that provide us beer to enjoy as part of our friend rituals. And to succeed, they need to have friendly service. But in the case of social media, I think it’s weird when they have actual personal profiles instead of business pages. I am on the fence about when I see a local brewery’s FB page “like” my pictures. But I’m still happy to tag them by checking in when I’m drinking at them with my friends.