Beer Pong: Spreading the Word
Friday, January 30th, 2009The idea for Beer Pong stemmed from a conversation with Mario from Brewed for Thought. The basic premise is that one blogger will pose a question and each participant will take about 2 rounds of emails to state their opinions. The resulting conversation would then be posted on the participant’s blogs.
This week was my turn to pick a topic and my question was: How would you go about introducing craft beer to people who aren’t familiar with them?
From: Peter at BetterBeerBlog
As I’ve learned to cultivate and grow my passion for craft beers over the years, I find my enthusiasm spreading around. I will ask my friends to try this beer, or that beer thinking it will blow their minds away like it has mine. More often than not, they don’t have the reaction that I was expecting and both us are a little worse for the experience. Before even going into any strategies, I think it’s important to know who you’re talking to.
Since starting BetterBeerBlog and trying to spread the the gospel about craft beers, the one thing I’ve learned that has surprised me the most is who is more open to trying new beers. I had initially believed that winning over the American Lager drinkers would be an easy thing to do. They have often professed a huge love of beer and I assumed it would be a relatively easy thing to get them switched over to craft beers. In reality, American Lager drinkers are the most resistant to change. Speaking in huge, sweeping generalities, I think their resistance stems from a number of things such as limited palette, fear of trying something new, or just plain snobbery.
By contrast, wine drinkers have surprised me by being the most open and receptive to trying new things. I don’t know enough about wine to really say, “If you like Pinot Noir, then you’ll love a Belgian Dubbel” but I find that I don’t have to push so hard. The mentality is totally different. Wine drinkers tend to have a “sampling” mentality to begin with, sort of a cultivated behavior associated with drinking wine. It’s easy for them to take a couple of swigs of beer, really evaluate it and decide if they like it or not. Plus they are much more receptive to different flavors. Granted, not all wine people are like this as many of them still look down upon beer but generally speaking, they’ve been the easiest to introduce new beers to.
From: Mario at Brewed For Thought
Well first, I agree with the difference between wine drinks and lager drinkers. Brand loyalty is ingrained in the fizzy yellow beer culture. Wine drinkers on the other hand are accustomed to sampling various wineries, styles and getting outside of their comfort zone.
With that in mind, I think you have to know your audience. For the most part, your first attempt is a shot in the dark, but you can quickly learn what they might be open to trying. Whether you’re going with a malty Belgian, a hop fueled IPA or a roasty stout, you have to choose something that is more than good, but exceptional. You have to present them with an option that makes a statement, “This is a better choice than what you’re used to drinking.”
My neighbor is a steadfast Bud drinker, but when he tried Pliny he was blown away. My wife hates hops, but once she got a taste of lambics, then sour Belgians, she had found the style she loved.
I’m not sold on the idea of easing someone into the world of craft beer. Too often, you go to a brewpub and you see the token blonde ale on the menu, and more often than not, it is less than inspiring. This only reinforces to a non-craft drinker that Bud is where it’s at. That being said, the Bay Area and Northern California has quite a varety of quality easy drinking wheats that fall into that category. The difference is that these beers aren’t so much a compromise as much as they are an example of a well crafted beer. Recently I tried 21st Amendment’s Watermelon Wheat and was pleasantly surprised.
From: Peter at BetterBeerBlog
I totally agree with you regarding the fact that you have to know your audience. I’ve learned that knowing your audience has to stem far beyond what beers they like to drink. Often knowing what kind of foods they like to eat goes a long way. Case in point, my wife was not a beer drinker when I met her. She was all up into mixed drinks and straight shots. My wife has a little bit of a sweet tooth, more a bittersweet tooth, but is really into fruites and picked and sour foods. In hindsight, introducing her to the fruit lambics was a no-brainer. She’s developed a real love for Flemish beers such as Duchess du Bourgogne and Monk’s Café.
I’d hate to revisit the whole beer and food idea again but that’s a huge tool I use to introduce people to new beers. Sometimes it’s hard to just sit back and enjoy a beer on its own if you don’t fully appreciate beer yet. Yet when you successfully pair a beer with food, the positive experience that forms goes a long way to opening up doors to the craft beer world that may not have been possible before. More often than not, I am able to pleasantly surprise people with the pairings we come up with. I’ll get an email or texts later on down the line saying things like, “I tried ‘x’ beer from ‘x’ brewery and it was great!”. Conversely, I’ll get stuff like, ” I went to ‘y’ brewery and ‘y’ beer sucks ass” but that’s okay as they took the time to try something new. It’s the little things like those emails and texts that let me know all I do is being appreciated.
Switching gears really quick, Pete Slosberg (of Pete’s Wicked Ale) designed a beer guide to be used by bartenders, waitresses and waiters where they can learn about craft beer in about 10-minutes or less. I talk about it in greater detail in a previous post but here’s a link to the guide. I bring this up as a counter point to introducing people to beer through “baby steps”. It’s one thing to guide friends and family but if you’re a craft beer lover who works in the industry, it’s much more difficult to introduce strangers to different beers. The level of trust hasn’t been established and I believe that strangers are weary of taking the advice of “Joe Schmoe” sitting next to them at a bar or even the service staff. In this sort of environment and context, I would argue that “baby steps” used, considered at the least.
From: Mario at Brewed For Thought
I agree, food and beer is a good way of opening people’s minds. When I’ve thrown pairings at home for my wife and her friends, her non-beer drinking friends come for the cheese or desserts, but find a couple beers that they really like. But that also takes me back to giving them something exceptional. One of my wife’s friends who would typically drink the fruit wheat beers chose Bear Republic’s Hop Rod Rye as her favorite beer of the night when we had a Bear Republic tasting.
Trying to convince strangers to try something new is always difficult. If you’re sitting next to someone at a bar, offer to buy them a beer if it matters than much to you. Who turns down a free beer, right? If you’re tending bar, and this is becoming increasing common, pour a little taste for the customer. Bars that feature a selection of fine ales will always benefit from a more educated customer.
For me, Boont Amber was my introduction to craft beer. It blew me away not because it was familiar, but because it was so different from anything I had tasted before. Soon I was trying every beer available at the bar, then the grocery store. The seed had been planted in one malty, hoppy sip. If that pint had been any of the beers in that inner circle of Pete’s guide, I don’t know if I would have been so motivated to discover beer.
Go big or go home!



































