I’ve been asked a lot of questions about why I’ve tried so feverishly to squeeze myself into this world. After all, there are a lot of ingredients that make great culinary obsessions. So, why beer?
To explain that, we’ll have to talk about collaboration. Craft beer is the only major market that does this regularly, with breweries constantly teaming up to co-create a beer. Nike and Adidas will never team up for a collaboration shoe. Nor has Ford and Chevy ever co-produced a truck. Wineries don’t do it, or bike makers, or creameries. Brewers do. All the time.
Beer people, big and small, are wide-eyed, unabashed, gushy, groupie style fans of one another. Unafraid to share that mutual adoration. This leads not just to collaborations but deep and meaningful relationships that can be felt widely across the entire industry. It’s common to see the one brewery owner helping another, lending a hand. It isn’t rare for a one head brewery to call another and say, “I’m short a few bags of malt, can I borrow some from you?” and a truck of grains to be immediately sent over. It’s common for a breweries pubs to pour beer besides their own, unheard of any other liquor industry. It’s a community that favors connections over competition. Beer people have a rising tide lifts all ships mentality, the rivalries friendly, pats on the back and cheering each other’s successes. It’s unlike any other industry. And sure the beer is great, but the people are even better.
That’s why beer.