American Craft Beer The Best Craft Beer, Breweries, Bars, Brewpubs, Beer Stores, And Restaurants Serving Serious Beer.
This past weekend, I was covered in dirt, sunscreen, and bug spray. I hadn’t showered in two days, and flushing toilets were a distant memory. I was having the time of my life. To some, Bonnaroo may sound like a nightmare–camping on a farm in the middle of Tennessee can be an acquired taste–but to me, the constant live music, people watching, and freedom to dance at any time are more than worth a little sweat and hygienic sacrifice.
Behind the headliners that made the June 13-16th festival a sold-out draw for 90,000 music lovers were the unsung artists of the event – the 25 craft breweries who hauled kegs and staff across the country to set up shop in the lofty Broo’ers Festival tent. From Chico, California to Brooklyn, New York, they came to share their wares, win over new fans, and shower a little education (and free samples) on those smart enough to show up for daily Broo U sessions.
I took some time out of my busy eating-from-every-food-truck-in-sight schedule to chat with a few 2013 favorites, starting with my hometown homeboys Harpoon. This was the Boston-based brewery’s first year at Bonnaroo, so I asked what they thought the impact of their presence might be. Harpoon’s Upstate New York Rep Korey Rahrle shared: “I came here last year. I specifically remember going over to Schlafly‘s booth and having their American Pale Ale for the first time. I thought it was so great, and I’d never had it before. And now any time I see that beer, I buy it. If you’re not exposed to it and it’s not readily available, you just don’t know.”
Beyond introducing a new audience to two of Harpoon’s best sellers (Belgian style wheat beer UFO White and 20th Anniversary IPA), the opportunity to establish an emotional connection was also present. Southeast Regional Sales Manager Kathy Pruett added “It also helps when you have it for the first time at a monumental event in your life that sticks with you: ‘I remember being at Bonnaroo and trying Harpoon IPA for the first time and it was awesome.’ And it takes them back to this moment, and it brings back fond memories.”
The folks from CA-centric Lagunitas, also Roo virgins, are no first-timers when it comes to combining taps and tunes. “We’ve done a lot of collaborations with bands, supporting and getting their music out there. We’re getting artists to drink with us and just have fun,” said On-site Events Coordinator Don Chartier. Southeast Marketing Manager Ethan Boylan added “We’ll have local guys come play at the taproom. The shows are all for charity – Les Claypool is playing at the brewery in a couple weeks for a benefit.”
Chad McRae, Regional Events Manager for Sierra Nevada‘s new North Carolina facility, agreed: “Beer and music are like peas and carrots — the camaraderie and the spirit of creativity, it’s very similar. A lot of the guys that make music, the celebration – it just goes hand in hand.” Which is why the brewery whipped up a selection just for the 2011 festival called Bonnaroo Brew. “We did a farmhouse ale – which is not very high alcohol – it’s made so you can drink it for the day,” Chad explained. This year, Sierra Nevada brought its longtime bestselling IPA and relative newcomer Summerfest along for the ride, as well as some of the best swag in the Broo tent: mint/hops-flavored lip balm.
Dave Chappell, who runs Sales and Marketing for Pacific Northwest-based Elysian, revealed that the brewery has also dabbled in beer/band crossovers, but in the opposite direction of drinkability. “I think you’re going to see as we grow that we’re going to be involved in a lot more musical things. You know the Sub Pop record label in Seattle? We did a beer for their 20-year anniversary concert, poured backstage, called Loser – it was a strong, 7% pale ale.” Fortunately for Bonnaroo attendees and their livers, Elysian poured their new summer seasonal — Superfuzz Blood Orange –instead. “We released it a month ago, and we are brewing it as fast as we possibly can — it caught on like wildfire. It’s got a lot of flavor and not a ton of alcohol; you can drink it all day and not fall on your face too fast,” said Dave.
Speaking of beers selling like hotcakes (and reps with almost-famous names), Wil Rogers, Sales and Marketing Assistant at crowd-favorite Schlafly, explained what all the fuss was about at their soon-to-be-sold-out booth: “We have a Helles-style summer lager, which is our seasonal – it’s a really nice, light, refreshing lager; traditional German style. It’s great for hot summer days. Then we have one of our four flagship beers, an American Pale Ale dry hopped with Cascade, which gives it a nice little citrusy back end that’s pretty balanced with the malt.”
While talking with all these brewers, I heard tales of epic after-hours crawfish boils and pig roasts, jam sessions and drinking buddies. When I asked about what was going on behind the scenes at Bonnaroo, Wil’s eyes lit up. “It’s a huge family and a great group of people. We’re all camped next to each other, sharing beer. It’s a real blast and a great opportunity to come hang out with other breweries.” I couldn’t have said it better myself.
