I’m encouraged about the current movement of our beer culture in America.  When I’m working in the liquor store, customer after customer will come in getting Bud, Coors, and a plethora of other sub-average beers. But more and more customers are spending time looking at the craft section and asking about the beers. (By the way, think about why a lot of liquor stores put the typical American beers in the back corner of the store. You have to pass all the good beers to get to the bad beer.  I like this because people have to make a bigger effort to ignore craft or import beers.  Good marketing strategy for making more beers be seen.  Of course, people who are going to by the cheaper beers learn pretty quickly where they are.)

Now you are thinking, what is so encouraging?…is he making a point or what?  Two days in a row I’ve been talking to people about beer tasting parties that they’re having.  One group came in and spent around $100.00 on good beer and the other above $200.00.  It is these and other countless others who are, at their own expense, introducing their friends to fine beers.  By the way, the groups were two people and three, respectively.  This is what I’m so encouraged about: people so passionate about beer that they are fitting the bill for beerlightenment.  I can’t think of a better follow-up to my beer-vangelism article than this one.  Bottles of Dogfish head, Samuel Smiths, Rochefort, Lindemans, Youngs, Schneider and countless others moved through the our hands to theirs, to the hands (and more importantly, the mouths) of their friends.  I’m happy (and humbled) to have been a part in helping select some good, eclectic, and eccentric brews to be given, hopefully, to pleasantly surprise friends.  

Here is where the rubber meets the road.  I’ve always loved to share my homebrew with friends.  I’ve loved sharing my Goose Island Bourbon County Stout and a good cigar with friends.  With nothing but sheer joy have I spent money on friends in order to share the wonderful world of beer with them.  Now, more than ever, my energies have been refueled to pursue the lost art of investing in people by means of beer.  Who really likes drinking alone anyway?

Here comes the encouragement.  Find your friends who would not mind hosting (buying and providing the house) in turns or together and have a beer tasting.  Having a beer roundtable gives us the potential to learn a lot about how we taste, what we like, and what complexities are involved in the world of beer.  Buy things you know are a common hit, things you already like, and some that you’ve never tried.  Provide notebook or cards for tasting assessments.  This could be a really great time. 

My encouragement is for all of us to be more conscience of trying our hands at this concept.  If you need a reason, maybe the same will be done for you at some point.  Maybe your friends will love beer and show their appreciation by buying a bottle of Utopias for you.  Maybe you will be perceived as a truly great human being.  You can even try multiple beers at one sitting (less to drink of each but more chances to try new). But, most of all, maybe, just maybe, you share yourself and the world of beer with people who are or will become very meaningful in this thing we call life.  

Some people need good beer, Frodo, can you give it to them?