Now tell me, doesn’t this sound familiar?
“We wanted to make the ultimate San Francisco beer, but we also wanted to challenge people’s perceptions about what beer is. To take a beer the originated in the 1850’s, and put a modern-day…spin on it.”
Sounds a bit like an ad for the newest, coolest craft beer, right?
This is actually an excerpt from the Esquire Network’s new show, ‘Brew Dogs‘ — a show about two Scottish brewers, James Watt and Martin Dickie, who travel across America brewing beers of local flavor, and exposing “craft beer virgins” to the many flavors and enjoyable qualities of craft beer. In this excerpt, Watts and Dickie were describing a California steam beer, which they openly fermented on the rooftop of the Anchor brewery, on a quest to make the ultimate San Francisco beer.
James Watt and Martin Dickie of ‘Brew Dogs’ (Esquire Network / “Brew Dogs”)
As I watched the second episode of the series, which focused on San Francisco and the city’s historic Anchor Brewing Company, I noticed something about craft beer that I knew, but never really thought about: it’s about the story.
Don’t believe me? How about an example?
Think about just some of the most popular and most loved craft breweries in America: Samuel Adams, Sierra Nevada, New Belgium, Dogfish Head, Widmer Brothers, Rogue Ales, Stone, Founders, Cigar City — just to name a few. What do all of these breweries have in common? They all have great stories.
From finding old family recipes in attics, to inspiring bike trips around Belgium, to the re-creation of historically and culturally significant beers, these breweries know how to tell their stories, and how tell them well. In many cases, these breweries also have great storytellers as their spokespeople. Often times, these storytellers are the brewers themselves, making their product more relatable, more personable, and so much more than just a simple beer.
Think back to the last time you were at the store, scouring through the various beer brands and styles, reading the various labels and remarks on the bottle necks. How did that story, or that description make you feel? Did it make you feel connected? Did it make you feel more worldly or cultured? Or did you feel something else?
This, in my opinion, is one of the main reasons why the craft beer industry has been booming over the last few years. It’s the same reason why free-trade coffee, artisanal cheeses, and local produce are becoming ever more popular. Brewers have finally learned how to tell their stories, and they have an audience who is ready and willing to hear their message. In fact, people crave this type of message — one of community and social togetherness.
Just take Sam Calagione, the founder of Dogfish Head Brewery, as an example. Calagione’s passion about beer and about his mission for creating “off-centered ales for off-centered people” in unprecedented. Not only is he passionate about these things, but he has a way of telling the Dogfish Head story in a way that is personable, relatable, and inspiring.
Watch this video clip of Sam telling the Dogfish Head story at a Christmas Eve event in 2009:
How would you describe his speech? Relatable? Personable? Humorous? I would argue that all three are true but, in addition, Sam inspires and sends a message that, if you are truly passionate about something, you can succeed.
This is why I believe that craft beer is all about the story. The beer itself is certainly important, but the “craft beer movement,” as it is sometimes called, has taken on an identity of its own — showing people that it’s okay to defy convention, especially in the name of community and togetherness.