What’s an industry that thrives on community engagement to do when there is no community to engage with? With social distancing measures in place and the closure of bars and restaurants across the country, some breweries are trying to revive that community spirit in virtual hangouts. My favorite approach thus far is Urban South Brewery‘s live web”BEER”nar concept.
Customers were sent an invite to sample a handful of specialty beers and learn more about the intent behind the beers directly from Alex Flores, Head Brewer at Urban South Brewery, from the comfort of their quarantine.
“Saturday’s event went very well,” a brewery rep told us. “Fans were encouraged to order their favorite USB brew to-go and enjoy during the Instagram Live event. The video was hosted by head brewer Alex Flores and featured a handful of newly released anniversary beers. Alex sampled the beers live and shared tasting notes, explained the R&D and brewing process, and answered questions in real time.”
USB is planning to host more of these in the coming weeks, with each event focusing on a different beer. In fact, Urban South’s entire four-year anniversary celebration is moving to this format. The brewery plans to commemorate its anniversary with 17 exclusive anniversary beer releases, available for fans to pick up to go during city-wide closures for bars and restaurants, to be explored further in a series of Instagram Live events with Flores.