Hate Culture in Craft Beer

I hate to tell you but hate culture in craft beer isn’t a new thing, and it’s happening all across the Internet. Bharath Ganesh, a researcher at the Oxford Internet Institute, defines digital hate culture as a “complex swarm of users that form contingent alliances to contest contemporary political culture and inject their ideology into new spaces.” April Kelly-Woessner, a Professor of Political Science at Elizabeth College, believes we encourage “hate culture” by creating an environment in which:

1.       Power and conflict is defined primarily in terms of social identities, such that social identity is frequently primed and becomes more salient than shared values or ideologies

2.       Power is defined as a zero-sum game, creating false dichotomies between winners and losers, or victims and perpetrators, which are defined by social identity

3.       The opinions and experiences of members of some groups are awarded less value than those of others, contributing to feelings that one has little voice.  

I’ve been wanting to write this article for quite some time, and in the wake of recent events, I believe now is the time. Black Lives Matter has brought to light a side of our beloved industry that has been silenced for too long. A side that can be uncomfortable to face or acknowledge, a side steeped in elitist views and uncouth beliefs.

While craft beer is often portrayed as hip and idealistic, like other industries, it has its flaws. First off, we won’t always agree. Sure, craft beer is built on collaboration, community, and positivity, but that doesn’t mean we all get along. We are unique individuals who are allowed to have unique and individual viewpoints. It is our differences that help us learn from one another and create a stronger craft beer community.

As different as we may be, it is our individual personalities that together form the overall perception of craft beer. However, as representatives of craft beer businesses nationwide, we are the public face of these companies. You and your staffs’ behavior on the Internet, and beyond, is a reflection of your business, whether you like it or not.

One thing this article won’t do is call out offenders and those breweries that have acted questionably. We hope they begin a quest of education and betterment. We will, however, discuss generalities and hear from leading voices on the matters covered. Right now, whether uncomfortable or not, this conversation is needed.

It is frustrating that it has taken the current events going on in our country for these issues to be touched upon. Let’s start with what is arguably the more accepted form of inappropriate behavior in craft beer. Elitism. Elitism is the attitude or behavior of a person or group who believe they are superior to others. Elitism in craft beer is a real thing. “You haven’t tried the newest, haziest, most quadruple dry-hopped beer from the hype brewery of the moment? You suck and your beer tastes are inferior to mine.” The super beer nerd often looks down upon people just beginning to get into craft beer. This is wrong.

How about those who still support Big Beer brands? Guess what? They’ve made that decision. It’s no different than anyone else’s choice to find their favorite craft brand at the closest Walmart. We all have personal belief systems we live by. Right or wrong, we have the choice to think independently and to make our own decisions. Because of the Internet, the ability to propagate this idea of craft beer elitism is even easier as trolls are able to hide behind the veil of their computers. The Internet is perhaps our greatest marketing tool, but also our biggest hurdle as it often positions us against one another.

The always reliable Urban Dictionary defines an internet troll as “a person whose sole purpose in life is to seek out people to argue with on the internet over extremely trivial issues. Such arguments can happen on blogs, Facebook, Myspace and a host of others.” Wikipedia defines a troll as “a person who starts flame wars or upsets people on the Internet by posting inflammatory and digressive, extraneous, or off-topic messages in an online community with the intent of provoking readers into displaying emotional responses and normalizing tangential discussion, either for the troll’s amusement or a specific gain.” Sounds a lot like certain instigators in the real world, doesn’t it?

In addition to the common beer drinker that behaves inappropriately towards those that may not see eye to eye on the beer spectrum, it is also the responsibility of the Facebook group administrators to foster a positive culture within the communities they’ve created. Facebook allows administrators to create their own groups rules, to go along with their own terms, conditions, and policies. Even still, these administrators have the power to silence those that do not share their own beliefs. Posts they don’t agree with can be deleted, and users removed from the community for dissent. These groups can easily become authoritarian places where only certain viewpoints are respected and allowed. These administrators, as unofficial representatives of craft beer, need to facilitate welcoming spaces.

Our craft beer industry needs to be on a constant path to promote more inclusion. We always cite the growth of craft beer by volume. We want growth, right? One of the best ways this can happen is by introducing more people to craft beer. We can’t simply double our personal consumption and see our industry explode overnight. We need to educate and share the inherent value of craft beer with those not yet exposed or sold on our offerings. Imagine being asked to leave a brewery because you aren’t fond enough of their newest IPA and politely ask the bartender for something a tad less hoppy. This is essentially how elitists are behaving in online beer groups.

Aaron Gore, Founder of Fresh Pitch Beverage Consulting, states, “Everyone knows how important it is for craft beer to be a welcoming space for everyone, but a lot of people don't consider how important it is from a business standpoint as well. Every time I hear someone talk about saturation in the industry, it drives me nuts, because there are so many people for whom we've done nothing to welcome in craft beer. We aren't at saturation when women and people of color still haven't been given a place and a voice within the business. If we are going to continue to grow, it's not about finding and selling to the last few people who look like me. It's about reaching out to new demographics and new markets. Beer is universal. We realize that there's still enormous room to grow, but we have to create spaces and a community that welcomes all.”

Kate Christensen, founder of Craft Beer Girls, did exactly this. She created a safe space out of not feeling welcomed or knowledgeable enough to enter craft beer. She states, “Breweries need more consumers and the best way to build consumers is to help educate all levels of craft beer enthusiasts. I wanted a safe place for just ladies to ask questions, share what they know and feel welcomed into the craft beer community no matter what level of experience they have. That was one of the main driving forces behind creating Craft Beer Girls. A welcoming community to share, learn, grow and help support this growing industry.” Her community of women passionate about craft beer has grown to over twenty-four thousand members.

The respect and acceptance demonstrated in Kate’s group is an example of what we should all strive for and those who continue to foster elitist online communities are casting a negative light on craft beer. Moreover, those working in craft beer who hold these inhospitable viewpoints impact our industry even more negatively. Imagine walking into a brewery and not being given the same respect as other customers. No one should be treated any differently due to their age, gender, race, sexuality, tastes, or any other unique personal qualities.. Inclusion is one of our industry’s great qualities. Inappropriate behavior by those in craft beer groups on social media has no justification and no place in our community.

When those with power, like brewery staff, take these elitist viewpoints to social media, it not only serves as a catalyst and example for the general beer community, but also is a representation of our industry as a whole. Craft beer has grown notably the past decade and much of the allure is a result of the camaraderie that goes alongside it. Rejecting certain individuals for their tastes is not what craft beer was built on. Industry workers should not use their position as a place to diminish those who are still being educated in craft beer or who may have different preferences. Those working in the industry should not be bullies on the Internet, or anywhere else. This includes to one another. They should not name call. They should not harass. They should set examples that radiate the values of their brewery. If these aren’t values of positivity, empathy, and understanding, then that’s a completely bigger issue.

This elitism and hate with regard to taste and “level of beer drinker” is toxic to our community. However, it is not only these outbursts in relation to craft beer that are a reflection of our industry, but all online behavior from a brewery worker, or owner, that can paint an unsavory picture.

In recent days, several brewery employees have taken extremist views on Facebook. We have witnessed one brewery employee condone violence against rioters. We have witnessed another advocate violence against the police. Another has expressed racist views. These are our peers.

Elitism, racism, and all other hateful viewpoints and behavior are not okay. Your behavior and that of anyone who is employed by your company, both while at your brewery and off the clock, is a representation of your brand. A public comment that doesn’t go over well can ignite a public outcry against your business. The public may take that single comment and make it the new public belief system of your brewery. That can ruin your reputation you have worked so hard to build. Under all circumstances, disrespect and discrimination are not welcomed in craft beer. As brewery owners, managers, and employees, what can you do to have your voice and platform used for growing and educating a more inclusive beer community?

The great rock ‘n roller Jason Isbell recently tweeted, “’You’re going to lose some of your audience!’ Maybe so, but I get to keep ALL of my SOUL.” It’s up to you to decide what you share from your platform. We know that staying silent is not how we create change. Find the proper channel to do your part to promote diversity and inclusion. Most importantly, keep it sincere. This is how we can learn, grow, and influence each other and our guests. Passion and positivity is contagious.

Dennis Guy and Georgia Lawrence, of First Sip Brew Box, believe a company’s voice can be powerful and a strong tool to achieve positive goals. They state, “Despite the backlash we may face as a small company, we understand the need of being vocal on difficult subjects and the importance of taking a stance. If you don't stand for something, you fall for everything. Talking about difficult subjects can be uncomfortable at times, but it is needed. We choose to stand together and face the current environment of the world head on and hope that others in our industry will continue to do the same.”

Jason Gladfelter of OvalOptions for Conflict Management states, “Social media is a rich petri dish for the Five Pillars of Conflict. Interests are clouded by positions; people are under the microscope and not the actual problems; toxic language taints messages; impacts are assumed to be intentions; and horrible motivations are assigned to others’ actions/words.  There are many pitfalls in the personal communication realm (including how we “speak” in our minds); social media expands them and adds more. And sprinkle in some emotions to make things really volatile. Remember, freedom of speech is great, but it does not allow freedom from responsibility of what was said.”

Now to the current issue. Should a brewery be allowed to terminate an employee if they discover that person holds differing beliefs than the owner or company? No. That brewery should have done a deeper dive into that person’s ideologies before hiring them in the first place. Ask the right questions and thoroughly vet any potential employees. Should a brewery be allowed to terminate an employee for inappropriate behavior on or off the Internet? Absolutely. When someone is a face of your brand, their actions correspond to the public’s perception of your company. You and your staff made this unspoken agreement the day you decided to work together.

Denise Ford Sawadogo, co-owner/General Manager of Montclair Brewery, states, “It's about employees believing in the brewery's values. The values of employees and employer should be aligned. If not it's a mismatched relationship. We share our company culture and mission when we interview people and can get a sense of whether they are on board or not during that time.” Take the time to build personal relationships with your staff. This is how you grow a strong company culture, experience positive growth around your brand, and build inclusive communities.

Is it unfortunate you may not be aware of your employee’s unsavory past? Without a doubt. However, as co-workers, I imagine, or would at least hope, you build personal relationships with those at your brewery. As mentioned, craft beer is about community, and if you’re not building a strong company culture within your four walls, then it’s going to be much harder for that positivity around your brand to grow.

It's important to put the necessary effort in to get to know an employee before inviting them to be a representative of your brewery. Just because someone is a friend of a current employee and enjoys craft beer doesn’t make them the perfect candidate to work in your taproom.

Here are basic steps to implement to facilitate a safe and positive company culture.

1.       Thoroughly vet all potential employees – While it is possible, most future racists don’t wake up one morning and decide to be a part of the alt-right (or left!).

2.       If you want to create a diverse community, start with a diverse staff.

3.       As part of an interview, ask questions about how they would handle tough situations. Anyone can pour a beer, but how would they handle a guest who throws that beer back in their face?

4.       See how they interact with your current staff. There’s nothing wrong with making the hiring process a multi-step process. While you as the owner/manager may be the ultimate decision maker, you may not being the one interacting with this potential hire daily. Allow another staff member to also have an interview with candidates. Is that person you believe will represent your brand professionally? Is that a person you believe will be able to work as a strong link on your team? Is that a person passionate about educating themself and others about craft beer? Is that person someone you’d want to have a beer with?

5.       Once hired, it’s extremely important to communicate daily. Get to know your staff. The more tight knit a team, the stronger the company culture and community. Depending on your company size and structure, it could be worth hiring on a trial period to make sure they align with your brand.

6.       Check up regularly. A job works two ways. Sure, the employee needs to do their part, but as a leader you need to always be asking questions and make sure you are doing a stellar job of creating a positive environment your employees want to work in.

7.       Consider hiring a diversity and inclusion manager or participate in diversity training sessions. The quest to build a positive workplace never ends.

The above strategies will help maintain a welcoming company culture of those who represent the values and enthusiasm of your brewery. But just because you believe you have the right staff, doesn’t mean you don’t need to be ready to be proven wrong.

“The spread of social media has made it impossible for employers to completely control their employees' online presences. As it is, mistakes and missteps are bound to happen. In the case of handling a controversial or inappropriate comment made by an employee via social media or elsewhere online, there are certainly steps that employers can take to make the process smoother. For starters, organizations should be proactive and define the distinction between acceptable and inappropriate behavior, emphasizing the link between employee behavior and company image. As the old adage goes, ‘the best defense is a good offense.’”

That quote was from a Mashable article titled, “HOW TO; Handle an Employee’s Controversial Behavior.” It was written in August 2010. At this point in time there were only 1759 operating breweries. However, the issues outlined in the article still carry as much weight today. These points are still valid, and there are still offenders in our craft beer community.

Being proactive is vital and discussing your employees’ role on social media is important. This applies to both their personal profiles as well as the voice of your brewery online. If and when an employee acts controversially or inappropriate, your brewery should handle these situations with consistency. Terminating an employee who has made racial statements, but not one that has made inappropriate comments against a gender is not acceptable. A firm stance must be made on acceptable behavior. If a brewery hires someone out they have controversial beliefs, it should not take until they are called out to take action and create operating procedures. Anticipate. Create. Be ready.

An additional challenge of social media is that a former employee can also still have your brewery listed as their workplace. Their potential negative behaviors unfortunately can also be a reflection of your brand. There is a great deal that is out of your hands, but you have to be prepared for damage control. For this reason, consider posting the smiling faces of all current employees on your website.

Tara Nurin, Forbes Beer and Spirits Contributor, shares the following:

“I'm not sure why so many people assume that one employee's behavior reflects the values of the business that employs them. A brewery owner friend of mine has gotten death threats -- death threats! -- over something his brewer did on his own time, even after my friend fired him. Americans now jump to conclusions about absolutely everything. Blame MTV, blame the 24-hour news cycle, blame whatever you want but it's intellectually, politically and physically dangerous. 

“It's one thing if an owner offends the community or if management refuses to do anything about an employee's bad behavior. One of my best-read Forbes stories covered an incident where craft beer lovers in Kalamazoo ran a bottle shop owner out of town for repeatedly posting racist and anti-Semitic comments and memes on his social media accounts. That makes sense to me. He owned the business. 

“But consider for one second that an owner or manager might not know where an employee stands on human rights. It's not like they can ask in an interview. Maybe they've chosen to be tolerant of different viewpoints, to an extent, but didn't realize that a particular employee's views were actually more extreme than they'd appeared. I'm all for voting with your dollars, man, but can we take a collective deep breath and contain the collateral damage by directing our outrage where it truly belongs -- with the person or people who actually commit the offense in question?”

Craft beer is predominately a white man’s industry. I say this as a white man. This is not something I’m proud of. Diversity is the spice of life. It’s an ingredient we need more of. Diversity can only be fostered under welcoming conditions. Yeast needs the right temperature to properly ferment and we need to better dedicate ourselves to creating a space where everyone is wanted.

Eugenia Brown, who goes by Black Beer Chick on social media, states, “It’s impossible to say that you provide a safe space for all people, yet when people visit your taprooms they feel discriminated against or uncomfortable. 

“Race is always a touchy subject for a lot of people, yet time and time again we see more companies adopting diversity and inclusion initiatives because they realize that systemic racism and bias have played such a huge part in how the world sees black and brown people. The conversation has moved from being about equality to now equity… It’s critical that breweries examine their culture to truly determine if it’s as inviting as they think it is. It’s crucial that we continue to promote diversity and inclusion. Beer is for everybody and breweries are safe spaces.”

Eugenia’s words apply to each and every one of us.

This is not a political statement. These are observations from our industry.

The Brewers Association appointed Dr. J. Nikol Jackson-Beckham their first Diversity Ambassador in 2018. Beer Nerds Against Racism, based out of Rochester, New York, organized a peaceful protest.

Threes Brewing relaunched their People Power Beer campaign, inviting breweries nationwide to brew the beer, release between Independence Day and Election Day, and donate 10 percent of the profits to the American Civil Liberties Union.

Weathered Souls Brewing Company has organized the Black Is Beautiful, “a collaborative effort to raise awareness for the injustices people of color face daily and raise funds for police brutality reform and legal defenses for those who have been wronged.”

These are mere steps in the right direction.

Now is the time for tough conversations. We need change.

Artwork by @TheHoppySpirit