I decided to do some research on the Asheville area, Breweries and Beer City USA. After our team has put in dozens of hours campaigning and trying to make sure our area retained the BeerCityUSA crown; we wanted to see what each brewery in the area was also doing to make this happen.
We decided to put our focus on Twitter since the Beer City USA polls opened on May 1st and here is what we found:
1. Wedge Brewing – does not have a Twitter account, so they do not have an audience to share with and push for the Asheville Beer City USA votes.
2. French Broad Brewery – On May 2nd, there was a tweet about people talking “smacktalk” on the Beer City poll page. Then on May 11th, they put our a tweet saying “Asheville neck’n'neck with Grand Rapids” with a link to the poll.
3. Sierra Nevada – Not one mention of voting for Asheville as Beer City USA.
4. Asheville Brewing – Only one mention of the poll “Grand Rapids getting fired up about the Beer City Poll, remember to vote and if you leave a comment ; keep it clean, keep it friendly” but no link to the poll.
5. Oyster House Brewing - Not one mention of voting for Asheville as Beer City USA.
6. Lexington Avenue Brewery - Not one mention of voting for Asheville as Beer City USA.
7. New Belgium Brewing - Not one mention of voting for Asheville as Beer City USA.
8. Highland Brewing – Only one mention of the poll in a question type manner “Hello beer lovers, do you think Asheville should be Beer City USA this year? Vote here … Cheers” and they did put a link to the poll.
9. Greenman Brewing – No mention of the Beer City USA poll until today, May 13th, the last day of the poll. The 1st tweet about it was “Last chance… vote for Asheville today!…” with a link to the poll. The 2nd tweet about it was “Don’t forget to come in and vote beer city!!! We are close with Grand Rapids!” without a link to the poll.
10. Pisgah Brewing – One mention of the Beer City USA poll in the form of a retweet “RT @avlbeerguy: Grand Rapids, Mich. has the lead in the Beer City USA poll. Come on people,. time to vote for Asheville. #avlbeer” on May 11th, and they did not put a link to the poll.
11. Craggie Brewing – One mention of the Beer City USA poll in the form of a retweet “RT @bruisinales: RT @AVLBeerguy: Latest Beer City poll results: Asheville 29 percent, Grand Rapids 28 percent. Vote!…” and they did put a link to the poll.
Lesson: Next year have your tweeter, or marketing “guru” (lol) tweet this once a day… “Vote Asheville as Beer City USA 2013 http://…” and they can put it on their smartphone schedule as a recurring reminder once a day during the voting time. #DUH
I do not know what to say. I try to make excuses. I thought “maybe they are not tweeting or maybe they do not know how to put a link in their tweets” .. but after reviewing their Twitter stream, I see that is not correct. Even if your brewery has 2 or more hometown cities or many distribution points; vote for and promote the one in the big lead!! I know all of these companies benefit from the Beer City USA Title and Asheville being a brew and brewing destination, so why not support it? Maybe it is their marketing strategist who is not on the pulse? Maybe is the owner who is living high and heavy on past Beer City USA titles and does not care? Until Asheville loses of course… then they want to say “we tried.” BLAH! I see many of the breweries talking about themselves and their events; but when it came to Beer City USA, there was an apathetic silence of sorts. How are we supposed to support breweries who do not even step up and encourage people to vote for Asheville as Beer City USA? If local Asheville based breweries cannot get their act together to promote and support the movement, then my company and several others refuse to from here on!!
As far as the top Hotels in the area, the Hotel Indigo in Asheville was the ONLY one that supported the Beer City USA Poll. And they tweeted it at least 11 times! That is about as much as all of the AVL breweries put together. Really? No wonder why we are neck n’ neck with Grand Rapids.
What about Restaurants in downtown Asheville? Who supported the Beer City USA movement on Twitter? As far as we can see, it was Barleys Taproom & Pizza, 151 Boutique Bar, Strada Italiano, and also The Junction in the River Arts District. Sad, sad, sad. But thank you to them!!
What about the other Cities in the Beer City USA poll? Did their breweries support the Vote? What would happen if the AVL breweries really got behind this? Why don’t the Asheville Breweries support Beer City USA?
I don’t know.