#brewedforthought

I love beer! So much so, that I flew to Colorado for barely 24 hours this just to attend the Great American Beer Festival with my good friend and fellow beer-drinker Joseph Hernandez. So it’s probably no surprise that Oktoberfest is one of my favorite pseudo holidays!

Oktoberfest actually began on the dot of 12 noon on Saturday the 19th of September this year when Munich’s mayor Dieter Reiter tapped the first barrel and declared the “Wiesn“ – Munich speak for what has become more largely known as just Oktoberfest – officially open. The festivities ended on October 4.

Ideally, would’ve liked to actually be in Munich for this one year. But since I couldn’t, I really appreciated this primer on how to host a great celebration at home.

New York City – There are no shortage of great beer halls here in the five boroughs and German beer is definitely widely available. Since this is a town that also loves to party, we love to make the most of Oktoberfest. Need to remove reference to a specific retailer.

Milwaukee is apparently known as “the German Athens.” It does have a large German population (in fact Wisconsin is one of many states with a high proportion of German Americans) — and it’s home to some large, old breweries. So, how could it not be on the list! The town of LaCrosse in Wisconsin is apparently great at celebrating Oktoberfest as well.

USA Today once chose Alpine Village in Torrance, California as “one of the best Oktoberfests in the world” and gave it a nod as also being in the Top 20 Oktoberfest Celebrations in the USA. Two awards tells me they must do something right over there!

Few places party like Las Vegas does, so it’s no surprise they recreate Munich’s famous Hofbrauhaus in order to host their Oktoberfest celebration. Having been pleasantly surprised by the city several times over during the last few years, I’d love to see if they can do this as well as they do nightlife, gambling and shopping. Something tells me, they can.

When I learned that Knoxville, Tennessee has a beer hall that taps their first keg at 6 AM during Oktoberfest, I knew they had to have a spot on this list. I mean I like to drink beer too, but I don’t know the last time I did so at 6 AM. That’s commitment I’d like to see for myself!

My home state of Vermont is always a great place to drink beer, a few of the breweries do amazing German styles of beer, and the resort town of Stowe holds a very large Oktoberfest celebration. Since Vermont is also most beautiful in Fall, it really should be more like #1 on this list!

Indiana has a high population of German Americans and every year I keep hearing that they celebrate Oktoberfest unlike anyone else. They actually also have a separate celebration of all things Germany called GermanFest in Indianapolis that takes place on October 10, so why not go to celebrate one thing, and stay for the other! Two birds, one stone.

I’ve heard that over 350,000 people gather annually at Oktoberfest in Denver, Colorado. I hope I will be seeing that for myself when I attend the Great American Beer Festival because THAT sounds like a celebration! Whether or not they have German heritage to fall back on, they certainly have a love of beer and they brew it well. I can only imagine how diligently they celebrate drinking it.

I was recently in Minnesota and really impressed by their craft beer culture. The town of New Ulm was apparently created by German immigrants and while I didn’t get there myself, while in the state, I heard that they have an Oktoberfest celebration that’s been taking place now for 30 years!

Cincinnati, Ohio claims to have the largest Oktoberfest in the USA and whether or not that’s true, if it’s even close to true, you know there will be a lot of amazing ways to celebrate there.

I’ve swapped the expected lunchtime diet soda or iced tea for a beer at meetings with clients, colleagues and friends. The reaction usually falls into two camps: either that of the guilt-ridden worker or the unleashed rebel. I’ve heard everything from a resigned sigh coupled with “I wish it would be okay to have a beer, but I have to go back to work,” to a jubilant “Let’s start a revolution!”

Which made me think, why not a revolution or more of an act of solidarity among beer lovers? To make my case, here are three reasons to have #Beerswith our colleagues, friends and clients for lunch.

1. Beer time doesn’t have to mean “play” time.

Anthropological studies have shown that drinking in general is “already segregated and separated from work” and more of a nighttime activity, likely due to leftover social misconceptions from prohibition era.  But these same studies also show that this attitude is far from universal. In cultures the world over, regrouping at lunch with a beer is just as common as the after-work drinking session.  

In countries like Germany beer is such a vital part of the culture that not only is it normal to have a beer with lunch in a workplace setting, but it is also common to see the right to drink beer at lunch written into a employment agreements.

Based on studying beer lovers in the U.S., I hear time and time again how they feel some of their best procrastination-busting moments come after relaxing with co-workers for a few minutes over a beer. Just imagine what we could accomplish by shifting gears away from the “grind” mentality with an occasional office-hours beer.

2.  Having #Beerswith colleagues is good for workplace morale.

From both an anthropological perspective and basic human reasoning, beer has long been regarded as a social leveler, and the act of getting together for a beer fosters communication between those of different ranks and status in society.  In a workplace setting, allowing coworkers to enjoy the occasional brew at lunch (especially those on cross-functional teams or between bosses and their direct reports) can open up lines of communication. The mere presence of beer creates a relaxed, collaborative atmosphere that one wouldn’t get over a coffee break or around the water cooler.  

3.  Prohibition is Long Gone: Our forefathers suffered enough so we don’t have to.

Sad, but true. Drinking at lunch almost ruined beer for all of us. In the early 1900s, it was commonplace for pubs to offer “free lunch” with a purchase of an adult beverage, thus attracting the attention of the temperance movement. In the context of rampant unemployment of the time, day-drinking in exchange for free food represented a social ill that prompted extremist to side with banning booze altogether. It was this attack on the idea of “There’s no such thing as a free lunch,” that actually fed the temperance movement argument, ultimately leading to the passage of prohibition.

Today, let’s not judge ourselves by such antiquated rules. If you’re holding down a job, chances are you’re a responsible adult capable of drinking in moderation.

Whether traveling for work or play, exploring a new city from a beer lover’s perspective can lead to great experiences. Why? Because beer lovers are innately social adventurers who make a point to stay positive and connect with communities. So, do as local beer lovers do with these three simple and fun tips.

  1. Bond with locals over a beer.

A great place to start your travel adventure is at a neighborhood pub – because let’s face it, everything is better with beer. There, you can get a flavor of the local scene and its inhabitants to get the inside scoop on their city. The best thing about beer appreciation is that it’s always a great conversation starter.

According to my cultural research, beer lovers are social types who are often more open and generally down to earth. That means they’ll usually be more than happy to oblige in conversation about favorite local beers and best beer styles.  Not only will you have an instant friend, but you’ll have the opportunity to experience your vacation destination like a local, adding a layer of connected authenticity not found on Yelp.

2. Swap wine with beer for a new foodie experience.

Experiencing the local flavors is one of the best parts of traveling.  From my conversations with beer lovers, they like to experience all what life has to offer. So, instead of asking your waiter (or even better, a cicerone) for wine recommendations to go with your locally-sourced meal, kick off your experience with a beer pairing instead. Beer is just as versatile as wine to complement a meal.

Another option is heading to the local brewpub for a great culinary experience. You’ll be hard pressed to find a brewmaster that doesn’t also take pride in his or her culinary palate. Local brewers tend to source their influences from a variety of places that relate not just to their local culture and seasonal influences, but the heritage of beer brewing in their location.  Chances are those influences are present in both the beer as well as the food. 

3. Learn the history of a city through a beer lens.  

The traveling beer lover is more inclined to go with the flow as their natural curiosity always drives them to dig a little deeper to get the most out of their experience.  That’s what makes the historical pub crawl a perfect way to round out a city visit. There, you can  get a unique perspective of a city’s history and hear tales connected to the social drinking places, all while enjoying a cool brew at the same time!

Here are some examples of historic bar crawls in popular travel destinations:

 Boston:

http://www.thefreedomtrail.org/book-tour/group-pub-crawl.shtml

Chicago:

http://chicagohistory.org/planavisit/groupvisit/history-pub-crawls/

 Greenwich Village New York:

 http://www.cityroverwalks.com/ny-tours/greenwich-village-pub-crawl-walking-tour/

So remember, when you travel, travel like a beer lover and seek them out as well.  To quote one of my new bar friends, “A beer lover will never steer you wrong.”

At that point, my inner cultural anthropologist perked up and got me thinking of my recent research around beer lovers and their values. I decided, based on my point of view as a social scientist, that my friend should start using a “beer lover” filter as she starts on her summer love journey.

During my recent cultural deep dive into all things beer, I found the key values that beer lovers share not only make them desirable friends, but also make for great partners in life. As I dug deeper into this hypothesis, I uncovered some interesting commonalities between beer lovers and recent research on what makes for lasting and satisfied relationships.

So, to my dear friend and those looking for a little summer lovin’, here are four reasons why love really is in the eye of the beer holder.

Beer lovers believe in the (pint) glass half full An article in (Scientific American) magazine points to research findings that states partners in lasting relationships accentuate the positive in life. One of the unifying values of beer lovers is their commitment to enjoying the good things life has to offer and making the effort to be happy.  Rather than spending too much time worrying about things they can’t change, they believe that the more positive they are, the more fun they have, which makes for a happier, healthier life. Whether you’re looking for a summer fling or something to withstand the seasons, you can’t go wrong with someone who makes a point to enjoy the journey while relishing a beer.

There’s never a dull moment According to Berkeley Science Review, long-term committed partners like to experience new things together. Beer lovers are the curious types who crave adventure to get the most out of life. They have bucket lists that range from travel to food exploration to becoming film experts!  And, they are firm believers in remaining true to oneself by knowing where you have room to grow and seeking ways to keep blossoming. Finding a beer lover is a shortcut to a partner that will enjoy learning and growing with you, and having some adventures along the way.

They give their all A recent study reported that the difference between enduring love and love that fades is hard work and dedication to a relationship (Live Science). Beer lovers believe that when you find your passion and the things that are important to you, you are responsible for setting goals and making things happen. An Indianapolis beer columnist and brewer compares her commitment to brewing beer to relationships: She states that like beer craft, relationships require close attention and meticulous care – something beer lovers appreciate and value. Beer lovers know how to settle in for the hard work and take responsibility for success in their professional lives as well as their relationships – weathering the seasons with integrity.

They do dishes AND take out the garbage According to a recent study published by Huffington Post, maintaining an even balance when it comes to household chores greatly affects relationship satisfaction. Beer lovers also strongly believe in unconditional equality. For example, most beer lovers – men and women – when pressed to discuss gender stereotypes in beer appreciation are often quick to point out that women were the original beer brewers dating back to Ancient Egypt. A beer lover as a partner means when it’s time to settle into day-to-day life, they’ll appreciate equal division of labor based on skill and desire, not gender roles.