Next post crisis agenda, L.A. Beer Week. Each June the beer community gathers around our wide geographic area and celebrates. This year will be markedly not business as usual.
But, I do believe there is opportunity here. Yes, even if still locked down and isolated or out of business can provide hope. First, I think there must still be a Unity beer produced. And I would suggest that it be a strong golden ale that provides ABV but a golden hued glimmer as well.
If we are still isolated, there should be Zoom parties set-up for each day of the week, Jerry Lewis telethon style where brewery A hosts for 30 minutes, then a second brewery takes over with four breweries a night talking about their history, how best to support them and how to buy their beer. Or videos, can be made that guide people through a breweries beers and put up on the main Guild website and a dedicated YouTube channel.
If we are allowed outdoors in June, I would propose a Socially Distant Beer Festival. If only 10 people are allowed together in one venue, sell 9 tickets and have everyone properly spaced and then have a curated flight of local beers to offer them. Use the rules to make new events that abide by them. Or set a date for a Christmas Festival as a make-up. That is far enough in advance that it could actually happen.
We want people to get re-engaged with local.