Helping the World With Good Beer

The growth and popularity of craft beer today overshadows the fact that the industry is still in its early years. New beer releases are often met with fanfare among “beer geeks” anxious to try something new, but rarely do they rate a media unveiling or a community event.

That is, unless, you have a seasoned public relations and marketing professional – a rarity in the craft beer world.

Rolling out a special new beer should be much like introducing any new product, but most breweries don’t have specialists to adequately tell their story. Most rely on staff members that are multi-tasked to handle everything from booking food trucks and organizing game nights to promoting special events on Facebook and Twitter. Most don’t have a clue about how to communicate effectively or create community relationship that are mutually beneficial.

Having an experienced pro makes a difference in generating positive publicity, gaining community acceptance, cultivating goodwill and doing good.

Christine Canepa Beggs went to work at Hangar 24 in Redlands last fall, and before long the brewery hosted media and community leaders for the launch of the brewery’s new Chocolate Bomber chocolate porter. As any good PR person would do, she left the spotlight for Hangar 24 owner Ben Cook, who introduced the full-bodied porter as it was served with vanilla ice cream and chocolate bars.

Cook explained that the Chocolate Bomber name is in honor of American pilots that airdropped packages into Berlin after World War II. The story tied perfectly for the true reason for the unveiling event, and that was to showcase Hangar 24’s partnership with Food For The Hungry, an organization that delivers food rations and non-food items to people struggling with lives of poverty in South Sudan.

For every purchase of a six-pack, 22 oz. bottle or two draft pints of Chocolate Bomber since last November, the brewery is providing a meal for someone in South Sudan.

For more information about the program, visit the Hangar 24 website.

Cheers to Cook, Beggs and all of Hangar 24 for a really good beer and even better commitment to making the world a better place.

January Beer and Wine Events

It’s a new year with plenty of great places to visit for wine tasting, beer festivals, tap takeovers and more. Check out some of the activities taking place around the Inland Empire on my monthly listing of beer and wine events on IEShineOn.com.

December Beer and Wine Events

ieshineon-inland-empire-december-beer-and-wine-events-guide-673The holidays bring plenty of opportunities to sample adult beverages. We’ve got your guide to the Inland Empire’s beer and wine events during December at IEShineOn.com. We’ll cover New Year’s Eve in an upcoming post. Cheers!

 

Rancho Cucamonga Beer Company Making A Name With New Belgian-Style Lager

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The Inland Empire’s newest local beer isn’t local at all. In fact, there’s no local brewery, but the company is based in Rancho Cucamonga.

Charlie’s Premium Lager is a smooth golden lager brewed in Belgium with distinct qualities of a Belgian beer, but made specifically to appeal to United States tastes.

“We are at the beginning of a great journey with Charlie’s,” says Marlies Christopoulos, president and CEO of The Charlie’s Beer Company USA. “My vision is to have Charlie’s available to enjoy for anyone, everywhere in the U.S. and to become one of the most popular and well known beer brands in the U.S.”

Christopoulos says the beer is made with a brewing heritage dating back centuries, but has less of the obvious “banana” or fruity esters taste often associated with Belgian-style b
eers. It’s also light and easy drinking at 5 percent ABV without the bitter aftertaste found in many popular craft beers.

Sold in four-packs of 16.9-ounce cans, Charlie’s Lager is now available at all California Total Wines and More stores, along with both Bev Mo stores in Upland and Craft Beer Cellar in Torrance.

November Beer and Wine Events

 

ieshineon-inland-empire-november-beer-and-wine-events-guide-673With November comes the start of the holiday season, beginning with our nation’s observance of Veterans Day on Nov. 11 and the long Thanksgiving weekend on Nov. 24-27. Annual releases of big beers, along with a host of other events, fill our November calendar. Cheers!

We’ve got your November guide at IEShineOn.com. And always remember to drink responsibly and designate a driver.

 

Inland Empire Sports Bars

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Image courtesy of IEShineOn.com

Sports bars are everywhere. There’s no better time of year to do your sports viewing outside your own home, with football all day Saturday and Sunday (not to mention Thursday, Friday and Monday nights), and exciting post-season baseball pretty much every night of the week through most of October. Check out the IEShineOn.com guide to Inland Empire sports bars to find one near you.

Beer and Wine Events For October

ieshineon-inland-empire-october-beer-and-wine-events-guide-623Oktoberfest celebrations dominate the adult beverage event calendar this month, but there are plenty of other options for tasting wines and sampling brews and spirits. Take a look at our October calendar at IEShineOn.com to plan your next outing. But be sure to plan ahead and designate a driver or call Uber. Cheers!