At mega-large breweries, publicity events are handled by the marketing and publicity people. An event script is written. Attractive people are hired to act as hosts. A cool (and air-conditioned) venue is rented. Workers are hired to set up and clean up.
At small craft breweries, there is no publicity or event-planning department. Special events such as the release of a new beer mean the business of the brewery–making and bottliong beer–is suspended for the day. Everyone at the brewery, from the owner to the brewmaster to the summer help is required to pitch in, clean up, set up, greet, answer questions, give tours, pour beer, sell beer, shoo the last customers out and and clean up.
If you’re pouring the new beer, you will be asked to describe how the beer was made, what ingredients were used, what style the brewmaster was trying to emulate, the history of that style of beer, what flavours the person should be tasting, and if it is available in local stores.
All in all, a special event makes for a very long day.
Tomorrow, back to bottling.
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