Craft breweries have always been about more than just great beer—they’re community hubs, creative spaces, and places where connections are made. The Brewers Association is tapping into that spirit this winter with their “Pour Love into Local” campaign. Designed to encourage beer enthusiasts and non-drinkers alike to support their local craft breweries, the initiative highlights breweries’ vital role in fostering community, even during Dry January.
Whether you’re a dedicated beer lover, a Dry January participant, or someone who enjoys a welcoming social space, there has never been a better time to visit your neighborhood brewery. Here’s what the campaign is all about and why it matters.
What Is the “Pour Love into Local” Campaign?
The Brewers Association, a not-for-profit trade organization representing small and independent American craft brewers, partnered with state brewers guilds to create “Pour Love into Local.” This initiative spotlights breweries as social and cultural hubs—places where people from all walks of life can gather, unwind, and enjoy innovative offerings, whether they contain alcohol or not.
The months after the holidays—especially January through March—are typically the slowest time of year for breweries. This downtime coincides with a period of reduced social activity. According to the American Time Use Survey, adult socialization time has dropped by more than 20% over the last two decades. For breweries, which thrive on community engagement, this post-holiday slowdown represents a significant challenge.
“Breweries are more than just places to grab a pint—they’re hubs of creativity and community,” says Ann Obenchain, vice president of marketing and communications at the Brewers Association. The “Pour Love into Local” campaign emphasizes the importance of supporting these small businesses during a slow season while encouraging more social connection.
The Role of Breweries as Community Hubs
Breweries are much more than places to drink. They are community spaces that promote inclusivity and encourage connection. They bring people together through events, innovative drinks, and collaborative initiatives.
“For Dry January, that means meeting people where they are, honoring their choices, and inviting them to ‘Pour Love into Local,’ no matter what beverages are in their hands,” says Mary MacDonald, executive director of the Ohio Craft Brewers Association.
From live music nights to trivia contests, breweries across the country offer countless ways for locals to gather. And, as trends like Dry January grow in popularity, more breweries are expanding their menus to accommodate non-drinkers with creative, alcohol-free options. These efforts make it easy to enjoy a brewery’s ambiance and community spirit without having to drink alcohol.
Why Support Craft Breweries During Dry January?
Dry January is no longer a reason to stay away from the craft beer scene. Modern breweries have embraced the challenge by innovating and introducing alcohol-free options. Here’s why your visits make a difference during this time:
- Support Local Small Businesses
Breweries often operate on thin margins, and the slower winter months can be especially tough. By visiting your local brewery, you contribute to their sustainability and help keep their doors open.
- Enjoy Unique Non-Alcoholic Offerings
Gone are the days when non-drinkers had limited choices. Many breweries now produce top-notch non-alcoholic beers, sodas, kombuchas, and other creative beverages. Dry January participants can enjoy all the flavor without the buzz.
- Reconnect with Friends
With adult socialization time on the decline, breweries provide a much-needed space to catch up with friends, meet new people, and foster a sense of belonging.
- Celebrate Creativity
Breweries are constantly innovating. The beers and beverages they create reflect the artistry and passion of the brewers themselves. By exploring their offerings, you help them continue to push the boundaries of what’s possible in the industry.
Making the Most of Your Brewery Visits
Want to take full advantage of the “Pour Love into Local” campaign and support your favorite breweries? Here are some tips for making your visits memorable:
- Check Out Alcohol-Free Options
Many breweries participating in the campaign are going above and beyond to offer creative non-alcoholic beverages. Ask the staff about their latest innovations – you might discover a new favorite.
- Follow Your Local Breweries
Staying updated on social media ensures you won’t miss out on special events or limited-time winter offerings. Breweries often post about trivia nights, new product launches, and community activities.
- Share Your Experience
Use the campaign hashtag #PourLoveIntoLocal on social media to share your brewery outings. Posting about your experience not only supports the campaign but also spreads the word to encourage others to visit.
- Bring a Friend (or Two!)
Whether you’re catching up with old friends or bonding with new ones, breweries always feel more fun when the table’s full.
Facing Challenges, Celebrating Creativity
January through March is a crucial period for breweries to remain resilient. According to the Brewers Association, small and independent breweries only accounted for 22% of their annual sales during the first quarter of 2023. With the added challenge of reduced social interaction among adults, these businesses face increasing hurdles.
Caroline Wallace, executive director of the Texas Craft Brewers Guild, highlights the importance of campaigns like this one, explaining, “It’s a very difficult time for small businesses, especially in the beverage and hospitality sector… We’re helping our member breweries by encouraging people to ‘Pour Love into Local.’”
The initiative celebrates not only the resilience of the craft brewing community but also its diversity and creativity. Through tough times, these breweries remain dedicated to pushing boundaries and delivering exceptional experiences.
Keep the Spirit Alive
Craft breweries are more than their beer—they represent a local, creative heartbeat in countless communities across the country. The “Pour Love into Local” campaign is a powerful reminder to support these spaces, whether you’re sipping an IPA, enjoying a sparkling soda, or simply catching up with friends.
This winter, make a point to visit your local brewery. Not only will you find warmth, creativity, and community, but your support will help ensure the longevity of these small businesses for years to come.