01 Mar 2010 @ 7:38 AM 
 

Know Your Brewer: Behind the Relaunch

 

Sometime last summer, I got an e-mail from this guy Kevin. I didn’t know who he was. He was a fan of North Carolina beer and had an eye on this website called Know Your Brewer. It was a site that I had run across before – it was something that had been put together at the tail end of Pop the Cap by Sean Wilson – the guy who put PtC together – as a site to highlight North Carolina beer. Kevin had noticed that there wasn’t much movement on the site and had a few ideas about how to get things rolling again. I’ve never been quite sure about why he decided to include me on the e-mail (among a few others who I DO understand, because they’ve been involved in the beer scene – @Geistbear and another local beer guy – who ended up being too busy to be involved at the time). It turned out to be me, Sean, and Kevin sitting at a bar sort of brainstorming ideas of how to highlight NC breweries.

A few weeks later, the North Carolina Brewers Guild spoke up. They were interested in pulling the content that Sean had originally put into Know Your Brewer into their domain, NCBeer.org. They needed someone to manage the creation of content and help move the site forward. Sean was busy (and still is) with the launch of his own brewery, so he sent a message out asking if anybody was interested in stepping up. I jumped at it, and have been working for the Brewers Guild managing their website, its content, and whatever else they need – alongside Rob Ulick who has been in-freakin’-valuable and fantastic – ever since.

In the meantime, Know Your Brewer went a little vacant. A lot of the content that had originally been created got moved over to ncbeer.org. A lot of the traffic moved, as well. But I had an idea sort of banging around in the back of my head and I pitched it to Sean.

This Know Your Brewer idea was a good one. I had really enjoyed reading the interviews on the site, and I was a little sad to see it die. What if, I asked, we took the time to move this nationwide? Wouldn’t it be cool if we could celebrate breweries everywhere? One of the things that had struck me ever since I started getting into the craft beer industry is just how nice the people are. It might be the friendliest industry I’ve ever had the pleasure to be a part of. There’s camaraderie in the place of competition. What’s more, like any small business, the people involved are very much the epitome of their own brand.

Every brewery has its own story that each day and each beer become sentences, paragraphs, and chapters of. The people that work there are characters in their own storyline. Customers – beer geeks – tend to get wrapped up in the story of the brewery and in most cases (high profile breweries aside) don’t get the chance chance to know anything about the greatest protagonist: the brewer. That, I said to Sean, is what I’d like to see. We’re such a young industry, we’ve got so many good people with so many good stories – someone should be telling them.

For whatever foolhardy reason, Sean agreed; we’ve been moving forward ever since. He’s been an idea machine and – let’s face it, it was his site. That he was gracious enough to allow me to descend on it with my idea was wonderful. That he jumped in feet-first with brainstorming and hard work whilst in the midst of starting a business is beyond awesome.

It’s been a little rough to get moving at times. Neither of us really have the time to dive into another project that we’re not getting paid for. The site needed a pretty hefty redesign and, most importantly, it needed content. I started contacting breweries in every place that I was traveling in the winter and coming up in the spring and trying to arrange interviews. We asked a friend of mine that I met through Intrepid Media, Russ Carr to give us a hand with the design and then we set out to recruit writers. Kevin Myers, the guy who sent me the e-mail to start this insane chain into action, was one of the first people to sign up. His interview with Josh Brewer of Mother Earth Brewing will start off our second week. The reason that Know Your Brewer looks as snazzy as it does is due 110% to the hard work that Russ put in. I owe Russ lots and lots of beer.

The reason that we have good content queued up is because we’ve had some really great writers step up and volunteer to throw some stuff our way. Nobody’s getting paid to do any of this. We’re all working through this as a labor of love to tell the stories of some pretty admirable men and women.

Take the time to head over to Know Your Brewer and read a little bit about Brian Connery, Senior Brewer at Dogfish Head – a really nice guy who took time out of his schedule two days after Christmas, to get interviewed by me at the end of his work day. He’s dealt with me badgering him over the past few months, promising that this content was going to go up sometime and, oh by the way, would you mind answering this other thing, too?

I hope you enjoy reading about his background and about why he loves his job so much. Later on the week, you can read a great recipe that he made up using two Dogfish Head beers that I’ll actually be cooking up in my kitchen this evening.

I hope, too, that I can get back to writing here on a more regular basis. Know Your Brewer has been taking up so much of my attention lately that Top Fermented has only gotten a few rants from me. Look for more in the upcoming weeks – when I’m not typing out my interviews for KYB.

And finally, I hope you’re moved to take the time, go talk to a brewer, and write it up to submit it to Know Your Brewer. We will always be in want of more content, but with 1500 breweries in the U.S. and more opening every day, there’s no reason that we shouldn’t be swamped with it. If you’re interested in contributing, send a message over to info@knowyourbrewer.com and we can get you hooked up.

Enjoy. 🙂

Tags Tags: , ,
Categories: blog, industry, marketing, media
Posted By: erik
Last Edit: 01 Mar 2010 @ 07 38 AM

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