|
Corporate stewardship is certainly not a novel activity. Companies of all sizes contribute to a plethora of charities annually. The brewing industry is no different, yet corporate responsibility and community involvement is not the exclusive domain of the big boys with deep pockets.
Craft breweries across the country support their communities. And just as they put a different perspective on brewing, their altruism often plays to their individual passions and communities.
The Brewers Association estimates that craft brewers contribute to over 20,000 community and charitable organizations. This local support is often one of the key messages, along with employment and tax revenue, the association conveys on the importance of breweries as small community businesses.
For breweries with limited or no marketing budget, philanthropy provides a vehicle to spread the word, while making a difference in their communities. Sam Merritt of Brooklyn Brewery said his company looks to "reach small groups with passion"; feeling that they reflect the types of customers they are looking for. This grassroots approach is a perfect way to expand their audience, even those "cynical about traditional marketing". Today, the list of organizations that the brewery supports is quite extensive and new requests are reviewed approximately every two weeks.
For most of the companies active in their communities, it is simply a way of saying "thank you". For Brooklyn Brewery, local involvement comes down to "we’re here and supporting the community as they support us."
Brock Wagner, owner of Saint Arnold Brewing Co. in Houston, TX, looks at as an obligation, saying "when you start a business, you owe something back." He also views it as "self serving by making the community a better place." Like many other breweries, Saint Arnold contributes to the "disease charities", but also supports local schools and PTOs. In addition, they contribute to the arts in the area. Yet, where most companies focus on traditional museums and operas, Brock likes to work with the "funky, off-beat groups" that may not get a lot funding.
It makes sense for any small business to be active in their immediate community. Iron Hill Brewery and Restaurant did that when they opened in Newark, DE. As they opened additional locations, each restaurant became active in new local charities. Echoing other brewery owners, partner Mark Edelson commented, "we give back to the communities we’re in." However, as the Iron Hill chain grew, the partners felt a broader presence was also warranted. While maintaining a restaurant to restaurant local focus, the company as a whole also supports the National Childhood Cancer Foundation. Principally, they do so through the sale of their Double Chocolate Hill dessert, donating $1.50 from each sale.
The logical and frequent donation of most brewing companies is product, whether that means beer or merchandise. Others, like Harpoon Brewery in Boston, donate time. More interesting is how they get others to join in. Using their loyalty program, Friends of Harpoon (FOH), they were able to include their customers in the action. What started as email messages, alerting FOHers of local events around Boston has become the formal program Harpoon Helps. Several times a month, FOHers are invited to join Harpoon employees on Harpoon Helps missions, which are local volunteer events throughout New England.
The need to give back to the community is often a central principle of the brewery’s people and organization. The New Belgium Brewing Co. of Fort Collins, CO contributes one dollar of each barrel they sold in the previous year. In 2006, they will donate $330,000. Long Trail Brewing Co. of Vermont also budgets a dollar for each barrel produced. For 2006, they have $55,000 allocated and are excited that a planned production expansion will expand their charity budget as well.
For Stone Brewing Co. in California, not only is charity a philosophical foundation, but now a literal one as well. When they built their new brewing facility, they "sold" stones that would make up a large wall at the brewery. Supporters could purchase stones from the construction site or bring ones from their back yard. So far, the project has risen over $90,000 for four local charities.
Just as craft brewing put a twist on domestic beer, some breweries put their own twist on fund-raising. The Left Hand Brewing Co. in Longmont, CO holds an annual dog wash that raises funds for the Longmont Humane Society. For the price of a wash, owners get two free beers. Other dog pampering and grooming services are available. Stone Brewery, which donates the proceeds of its anniversary parties each year, also has a hair-dyeing fundraiser every other year. The event, like a walk-a-thon, requires participants to gather pledges. Then, at the anniversary party, their hair is permanently dyed, which they must keep for at least a week. Past participants have included the mayor and council members. Stone expects to raise approximately $80,000 this year.
While the list of proactive involvement is endless, the amount of reactive work breweries contribute is also staggering. After 9/11, Brooklyn Brewery sent water trucks to ground zero, while employees contributed in the rescue efforts. Today, they continue to work closely with the multitude of off-shoot charities that were born on that fateful day. However, Brooklyn was far from alone in their endeavors. It would prove difficult to find a brewery that did not contribute in some way. The now defunct Baltimore Brewery even sold cupcakes at the brewpub to raise money. Tsunami relief, as well, was supported by breweries throughout the country.
For the Abita Brewing Co., hurricane relief was not an intangible cause affecting somewhere else. Weathering the storm, Abita quickly began selling merchandise to fund restoration efforts in New Orleans. They also contribute four dollars from every case sold of Restoration Ale. So far, they have raised over $375,000. This number will increase in August when the proceeds of their 20th Anniversary Party will be donated to the Louisiana Restaurant Association’s Hurricane Relief, which benefits displaced restaurant workers.
When the Brewers Association proclaims that breweries are essential small businesses active it their communities, it is not really a marketing ploy, but a statement of fact. In actuality, most breweries downplay their involvement, whether it’s considered the price of doing business or just "what you do." Regardless the motivation or resulting publicity, the level of support that craft brewing contributes is truly impressive. They are neighbors, helping neighbors, ultimately, with great beer.
|
