Breweries across the US are inviting beer lovers and non-drinkers alike to visit their taprooms and ‘Pour Love into Local’.
The collaborative messaging campaign, developed by the Brewers Association — the not-for-profit trade association dedicated to small and independent American craft brewers — and a coalition of state brewers guilds, encourages customers to support local breweries after the holidays, a historically slow period for business.
Pour Love into Local highlights how breweries serve as a gathering place to foster connections between people and meet the needs of their communities by serving up diverse, creative, and innovative offerings beyond traditional beers.
“Breweries are more than just places to grab a pint — they’re hubs of creativity and community,” said Ann Obenchain, vice-president of marketing and communications at the Brewers Association.
“With Pour Love into Local, we’re encouraging everyone to explore what their local brewery has to offer, whether it’s a warm space to gather with friends, a chance to try a new [non-alcoholic] creation, or simply a way to support a small business during the slower winter months.”
Despite a slight uptick in onsite sales at small and independent breweries during the first quarter of the year, January through to March remain the slowest months, accounting for just 22% of 2023’s annual sales.
Compounding this challenge, the American Time Use Survey (Bureau of Labor Statistics) reveals a more than 20% decline in daily socialisation time among adults aged 25 to 54 between 2003 and 2023. This convergence of reduced social activity and seasonal slowness adds to the pressures faced by on-trade businesses.
