There is a whole culture built around “collecting” breweries and beers.
There are apps, passports, clubs, rewards and marketing pitches galore. It’s a culture I have embraced since before the turn of the century when I joined a club dedicated to Leinies.
Over time, I have found that what keeps drawing me back to small breweries is more than the beer. After all, I can always get a Bells Two Hearted at the store and drink it on the porch or in a canoe.
The success of a small brewery certainly depends on the quality of the beer, but I would argue it also depends on the community it creates.
A personal tipping point came in 2020. A brewery opened in downtown Beaver Dam, where I lived at the time. A few visits convinced me they had nailed the beer — somewhat of a surprise, as new breweries often have to dial in their beers as they adjust to new equipment and processes.
The place included local art on the walls and a wood bar crafted by a local casket builder (really). It drew its fair share of local beer enthusiasts, but it also drew visitors in town to work with local businesses.
It was easy to start a conversation about the beer and learn that the local metal working plant was installing a new machine or to meet one of the candidates for fire chief and ask what types of questions they asked in the interviews.
As a journalist, it was a gold mine; as a citizen, it connected me to the community. While I was chatting at the bar, the book club, fly tying lessons and gamers filled the other spaces. They had created a place where people felt welcome and could share more than just their taste for beer.
I found the same vibe at breweries in Wausau and certainly in the Fox Cities, where I live now. The best breweries are small businesses with a passion for their products, but also for their communities.
Small breweries typically are inclusive, laid back and conducive to conversation. So are most of the journalists I know. It’s a good match. I have made business connections and forged friendships by stopping at breweries and starting conversations. It’s a great place to find out what your neighbors are up to.
So if you are looking for me on a Tuesday evening, check the brewery.
Why Tuesday? “I’m glad you asked…”
