Events, Experiential Drinking, Festivals

Zootoberfest

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The book of Ecclesiastes tells us that there is a “time for everything,
 and a season for every activity under the heavens” – a time to dance, a time to mourn, a time to speak, etc. In the world of beer, the Fall season is the time for Oktoberfest and the wonderful Märzen-style beers that accompany it. I have to admit (while I do not care for Pumpkin Ales) I love
Märzens.

Oktoberfest has its origins in the festivities to celebrate the marriage of Crown Prince Ludwig and Princess Therese of Saxe-Hildburghausen  that were held in the German city of Munich in 1810. In 1811, Bavarian Agricultural Association decided to continue holding the festival, seeing it as a forum to showcase their farming achievements. Over the years, the festival evolved – carnival rides and food vendors were added, and beer became an integral feature of the event. Indeed, today many view Oktoberfest primarily as a beer festival. Not surprisingly, it attracts lots of people, with Its 189th iteration in 2023, attracting 7.2 million visitors from around the world.

Not only does Oktoberfest attract millions of visitors, it also attracts a large number of imitators. Today, town and cities across the world hold their own version of Munich’s famous festival. In the United States, Cincinnati, OH boasts the largest Oktoberfest in the country.

We don’t have an Oktoberfest celebration here in Toledo. But we do have Zootoberfest, a single-evening beer festival held in October at the beautiful Toledo Zoo & Aquarium Having attended Zootoberfest in 2023, I was looking forward to the 2024 version. It did not disappoint.

Opened in 1900, the Toledo Zoo & Aquarium is a beautiful facility. I particularly like the architecture dotted around the zoo’s 51 acres. These include the zoo’s earliest buildings inspired by the architecture of the city’s namesake, Toledo, Spain, and those built during the 1930s as part of the federal government’s Works Progress Administration (WPA). For those of you unfamiliar with the WPA, it was an employment and infrastructure program created by President Franklin Roosevelt during the height of the Great Depression in 1935. Its objective was to employ as many Americans as possible, building schools, hospitals, roads and other public works. Toledo Zoo buildings that were constructed as WPA projects include the Reptile House, the Amphitheater, the Museum of Science, the Aquarium, and the Aviary. The zoo is a true gem within the city and is universally loved by Toledo residents. Such is the value placed upon the zoo by local residents that, in 2014, it received enough votes to be named the nation’s No. 1 Zoo in the USA Today Reader’s Choice poll.

Dedicated in 1936, the Toledo Zoo Amphitheater has seen great such as Louis Armstrong, Paul Simon, and Bob Dylan grace its stage.
Toledo Zoo & Aquarium provided a beautiful setting for a beer festival

A total of 29 breweries were represented at the event, many of which were from northwest Ohio. My ticket to the event gave me access to 15 beer samples that I enjoyed in a souvenir beer glass. Several food trucks were also in attendance providing participants with some tasty food options. Most of the breweries had their version of an Oktoberfest beer available for sampling. For the first half of the evening Oktoberfests were my beer of choice. After that I switched it up and enjoyed some IPAs, Stouts, and Brown Ales. While Oktoberfest beers were freely flowing at Zootoberfest, it is worth noting that in 2022 The European Commission made “Oktoberfestbier”, brewed in Munich, a protected geographical indicator of Germany. One of the intents of this designation is protection against imitation.

Findlay Brewing Company was one of the northwest Ohio breweries participating in Zootoberfest
Patron Saints Brewery was one of the Toledo breweries participating in Zootoberfest

In addition to drinking beer, Zootoberfest provided an opportunity to enjoy some of the zoo’s exhibits. Toledo Zoo & Aquarium is home to over 16,000 animals, representing over 680 species, many of which were accessible during the beer festival. And if the exhibits did not provide enough entertainment, local cover band The Red Carpet Crashers put on a fantastic show in the zoo’s beautiful amphitheater.

Many of the exhibits (above and below) were open for Zootoberfest participants to view
Entertainment was provided by local cover band, The Red Carpet Crashers

I have been to a number of craft beer festivals over the years. Many of these have been held in a bland trade convention center type settings. The beer was usually great but the venue unexceptional. Zootoberfest combined some exceptional local beers with a stunning setting. In effect, Zootoberfest took what could have been a rather routine beer festival and turned it into an experience. To that, I say Kudos to the staff of the Toledo Zoo and Aquarium. I am already looking forward to next year’s event.

Craft Breweries, International

Pivovar Hostinec

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Earlier this year, I spent a week in the city of Košice in Slovakia. I was there participating in a week-long Summer Institute at the Technical University of Košice. The participants in the Summer Institute were faculty from nine countries and doctoral students from five countries. The event was described as a week-long bootcamp in which participants would explore, discuss, and debate “the X-factor of a city” – the X-factor being those characteristics and features of a city that contribute to it being high performing and making it a wonderful place to live and work.

Among other responsibilities, my participation in the event included giving an hour-long presentation on a topic of relevance to the bootcamp’s theme. My particular presentation focused on the role and importance of Third Places in the modern city. For those of you unfamiliar with the concept of Third Places, they are, to quote the urban sociologist Ray Oldenburg, “nothing more than informal public gathering places”. Much of my own research on the craft brewing industry has examined how craft breweries function as neighborhood Third Places in towns and cities across America. You can read some of my thoughts on craft breweries as Third Places here, here, and here. While my presentation included some discussion of the role of American craft breweries and British community pubs as Third Places, much of it focused on the concept of Third Places more broadly.

Getting ready to talk about Third Places at the Technical University of Košice

If you are unfamiliar with the city of Košice, it is the second largest city in the country and the largest city (population ~240,000) in eastern Slovakia. Dating back to the 13th century, the city has a long and fascinating history. At various times during its history, it was part of the Kingdom of Hungary, the Principality of Transylvania, the Austro-Hungarian Empire, and Czechoslovakia. Since the break-up of Czechoslovakia in 1993, it has been part of the Slovak Republic.

On the second to last evening of the bootcamp we had a farewell gathering. And guess what – this was held in a brewery. Pivovar Hostinec (Hostinec Brewery) was established in 2015 by Peter Škripko. It is housed in a building that dates to the second half of the 15th century. Originally a private residence, it was purchased by the city of Košice in 1569 and run as an inn. In 1617, a section of the building was leased and converted into a printing house; the first printing house in Kosice. Records indicate that part of the building was used as a brewery (the first in Košice) in 1604. The building was also the venue for the wedding festivities of Gabriel Bethlen, the Prince of Transylvania, and Catherine of Brandenburg in 1626. The marriage established an alliance between the Protestant Prince of Transylvania and the Protestant powers of Denmark and Sweden. This is certainly a building with a long and rich history. But that’s enough history. Let’s talk about beer.

Knowing my interest in craft brewing, the conference organizers asked me if I would be willing to collaborate with the brewery owner, Peter Škripko, and host a short but educational and fun presentation to kick-off the evening’s proceedings. Peter and I had a Zoom call and devised a plan of action. I would give a short presentation on the history of the craft brewing movement, after which he would provide an overview of the history of the brewery. Following that, Peter would lead the attendees through a tasting of four of the brewery’s beers.

Talking about the origins of the craft brewing movement at Hostinec Brewery
Peter led our group through a tasting of some of his brewery’s beers

Like many European craft breweries, Pivovar Hostinec, has a relatively small number of different beers on tap at any given time. Unlike many American craft breweries, which might have over a dozen different beers on tap, Pivovar Hostinec usually has six. The formal beer tasting was followed by a tour (and more tasting) of one of the brewery’s cellars where the fermentation tanks are housed. Not surprisingly, the evening was a roaring success, much of which was due to Peter’s vibrant and generous personality (and copious amounts of beer).

The evening finished with a tour of the cellars where Hostinec’s beer is brewed
Our group enjoyed the opportunity to tour Hostinec’s production space while sampling more beers

As I noted at the beginning of this blog entry, the aim of the week was to identify those characteristics and features of a city that contribute to it being high performing and making it a wonderful place to live and work. As the evening wound down, there were few of us who did not appreciate the role that Peter Škripko and Pivovar Hostinec play in enhancing the quality of life in the city of Košice.

Craft Breweries, International

The Generosity of Peter Škripko

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Craft brewers are incredibly generous people. This generosity is manifest in a myriad of ways. As an example, take their efforts in support of charitable initiatives. While the data are rather dated, in 2016, American craft breweries donated an astonishing $73.4 million to charities. Many of these dollars benefited organizations in their own communities and, by extension, local residents. In 2019, 95 craft breweries in the state of Minnesota who responded to a survey, reported contributing $874,310 to 3,000 community and charitable organizations.

In the 10+ years I have been studying the craft brewing industry I have also found craft brewers very generous of their time when I have asked them for an interview or tour of their brewery. This does not surprise me. Craft brewers are passionate about their profession and are very happy to make the time to share that passion with you.

Recently I experienced an unprecedented example of craft brewer generosity. I was in the city of Košice in Slovakia to participate in a Summer Institute at the Technical University of Košice (TUKE). Prior to my visit my friend and colleague, Oto Hudec (who is on the faculty at TUKE) had connected me with Peter Škripko, the owner of Pivovar Hostinec, one of two breweries in the city. Peter offered to give me a tour of both his brewery and the city, including a visit to some of his favorite craft beer bars.

Peter and I had arranged to meet after lunch on a Wednesday afternoon. During lunch, Oto got a telephone call from Peter, asking if I would be comfortable touring the city by bike rather than by foot. This would allow Peter to provide me with a geographically more expansive tour of the city. When Oto asked me about the possibility of touring by bike, I must admit that I hesitated. You see, I had not ridden a bicycle since I was teenager, over 40 years ago. Despite my hesitation, I agreed to undertake the tour by bike. After all, riding a bike must be just like “riding a bike” – if I had done it before, I could surely do it again.

Peter picked me up in his car outside the restaurant where I had lunch and drove me to his brewery. Her fixed me up with one of the brewery’s bikes and after some adjustment to the saddle we were ready to go.

Bike tour of Košice with Peter Škripko
My first time riding a bike in over 40 years

As with many European cities I have visited, Košice is bike-friendly, with ample bike paths. Peter proved to be a fantastic tour guide. This was the city of his birth, and he knew a great deal about its history. He also knew the best places to get a craft beer, and we had numerous refreshment stops during our 8km+ ride.

We made several stops for beer during our bike tour of Košice

Our penultimate stop before arriving back at the brewery was Camelot Restaurant, also owned by Peter. At Camelot, under Peter’s watchful eye, I had the opportunity at trying my hand at pouring (tapping) some Pilsner Urquell. Pilsner Urquell, of course, is famous as being the original pilsner beer, having been first brewed by brewmaster Josef Groll in 1842 in the city of  Plzeň in the Czech Republic.

Peter knows a thing or two about Pilsner Urquell. In 2011, he won the national competition to become Slovakia’s Pilsner Urquell Master Bartender. The competition tested not only Peter’s ability to pour and serve a glass of Pilsner Urquell, but also his ability to communicate effectively with customers, and his knowledge of the history of the famous beer. Winning the national competition made Peter eligible to represent Slovakia in the international bartender competition, where he placed an impressive third.

In 2011, Peter became Slovakia’s Pilsner Urquell Master Bartender. This poster in Camelot highlights this achievement

There are three ways in which Pilsner Urquell can be served – Hladinka, Šnyt, and Mlíko. The standard pour is the Hladinka, which has “three fingers” of foam atop the lager. The Šnyt (pronounced ‘shnit’), is two parts beer, three parts foam and one part empty space at the top of the glass. The Mlíko is a glass of foam, with just a small amount of beer at the bottom. Each pour type is created to pair with different foods. The Hladinka pairs well with rich foods like duck, theŠnyt with hearty food like goulash or a burger, and the Mlíko with dessert.

The three ways in which Pilsner Urquell can be served – Hladinka (left), Šnyt (center), and Mlíko (right). Photo source: PilsnerUrquell.com.

Peter and his bartenders demonstrated the different pours to me and then gave me the opportunity to try my hand. You can judge how successful I was by the video posted here

Enjoying the fruits of my labor with two of Camelot’s wonderful bar staff
Enjoying another Pilsner Urquell with Peter

The following day I met up with Peter again, this time at his brewery. We were going on another tour. This time it was on foot, however, and involved going no further than the cellars of the brewery where Hostinec’s fermentation tanks are housed. Once there, I spent a glorious couple of hours with Peter talking about our common passion for the liquid nectar, while sampling at least a dozen different beers straight from the fermentation tanks.

The day after our bike tour, Peter gave me a tour (and a taste) of his production space
One of the dozen or so beers I sampled while touring Peter’s production space

As I said in my introduction to this blog entry, craft brewers are generally very generous individuals. But Peter Škripko took that generosity to a whole new level when he spent a significant chunk of time with me on my visit to Košice. Thank you, Peter, for being such a generous host.

Craft Breweries, Neighborhoods

Selling Your Home? Don’t Forget To Mention That Brewery

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In 2023, according the National Association of Realtors, the number of existing homes that were sold was just over four million, with an average sales price of $389,300. One of the steps in preparing your home for sale is to write a real estate description in which you outline the key features of your home and the neighborhood in which it is located. Writing for the website Orchard.com, Allaire Conte notes, “A good, effective real estate listing description can attract the right buyers and generate interest in the property. It only makes sense that a poor description can do the opposite, scaring away potential buyers and leaving the property sitting on the market with no offers”. According to Dorothy O’Donnell and Kelsey Morrison, who write for the website Homelight.com, “The listing description is your chance to emphasize the best aspects of both your home and the surrounding area, whether you have access to quality schools or are walking distance from the historic district with boutiques and microbreweries. Access to breweries? Do people really mention those as a neighborhood amenity when listing their home for sale? Apparently they do, indicating that mentioning them can make a home more attractive to potential buyers.

That people would mention proximity to breweries in their home listings does not surprise me. I have been studying the craft brewing industry for over ten years now; particularly the impact of breweries on neighborhoods and communities. As a result of this research, and the research of others, I have arrived at the conclusion that craft breweries are neighborhood assets and that living close to one is a good thing. This is primarily because craft breweries serve as neighborhood Third Places, where friends and family can gather for a pint of locally brewed IPA while enjoying each other’s company. Many craft breweries are also child and dog friendly, making them places where young families are welcome.

Many breweries, such as Birdson Brewing in Charlotte, NC are child and dog friendly

Some of the research I have conducted has focused on the city of Charlotte, NC. Charlotte has a vibrant craft brewing, with over eighty breweries dotted across the metropolitan area. Two neighborhoods which have attracted a disproportionate number of craft breweries are the post-industrial districts of South End (south-west of downtown) and NoDa (north-east of downtown). My research on Charlotte has been carried out in collaboration with my colleague Isabelle Nilsson, a faculty member at the University of North Carolina in Charlotte. In a paper I published with Isabelle in 2019, we were able to isolate the impact of being in close proximity to a craft brewery on residential real estate valued. In that research, we determined that single-family homes and condominiums within a half mile of a craft brewery enjoyed an increase in value of 9.2% and 3.2% respectively, as a result of this proximity. This suggests that many homeowners appreciate being within walking distance of a craft brewery.

In my most recent research with Isabelle, we compared 1,088 home listings that mentioned breweries with the same number of randomly selected home listings that did not mention breweries. As with our previous research, all the homes were in Charlotte, NC. An example of a home listing included in our study is shown below.

“When location is key, you can’t get much better than this! 5 minutes from both NoDa & Plaza Midwood shopping, restaurants, and breweries. This 1920’s bungalow is full of charm & nestled in the Villa Heights community. Original hardwoods throughout portions of the home. Claw foot tub in the renovated bathroom. Fenced in back yard with mature trees. Smart features throughout the home include Ecobee thermostat & Alexa controlled lights/switches. Several projects in the home are unfinished & some updates are still needed, but with some TLC, you could have the cutest house on the block. Given the recent sales in the neighborhood, this would also be perfect for an investor looking to completely renovate for a flip. Home is being sold as is with no repairs to be made. HVAC is a 2021 unit & under warranty.”

According to a 2019 report by the National Association of Realtors, 93% of recent homebuyers found online websites as the most useful source of information about prospective homes. Of buyers who used the internet while searching for a home, 85% found detailed information about properties for sale very useful. This suggests that having a well-written, accurate, and appealing home listing is important in attracting potential buyers. The website Homes.com includes walkability and proximity to amenities (parks, gyms, restaurants etc.) as two of a number of neighborhood factors to consider when purchasing a home.

Proximity to Charlotte’s NoDa neighborhood, home of Heist Brewery, is mentioned as a neighborhood amenity in some home listings

In our most recent research, Isabelle and I were particularly interested in identifying the types of neighborhood in which craft breweries were being listed as a neighborhood amenity by home sellers. Our findings showed that homes mentioning breweries were generally higher priced and sold more quickly than the average home in the Charlotte metropolitan area. We also discovered that, in home listings, breweries were commonly mentioned in conjunction with other neighborhood amenities such as restaurants, coffee shops, and parks. This suggests that craft breweries tend to be located in amenity-rich neighborhoods and are being mentioned as part of a broader package of amenities. The term ‘walkable’ is also frequently mentioned in listings mentioning breweries. This suggests that breweries tend to be in walkable neighborhoods which, in all likelihood, have a high Walk Score. Indeed, the NoDa neighborhood has a Walk Score of 70, making it a “very walkable” neighborhood, where “most errands can be accomplished on foot”. Another word often mentioned is ‘local’. This may suggest geographic proximity and/or locally-owned establishments, such as breweries, book stores, coffee shops etc. A critical feature of Third Places is their accessibility. As noted by Ray Oldenburg, “Third places work . . . when they are local; and they work best when within walking distance of the people they serve”.

In addition to describing the neighborhood, home listings describe the house itself. In our study, words mentioned in the same listings where breweries were mentioned include ‘historic’, ‘bungalow’, ‘renovated’, and ‘original’, with the latter referring to a home’s features. Both South End and NoDa are historic neighborhoods in Charlotte, so these descriptors make sense. In the early 20th, NoDa was home to a number of textile mills and bungalow-style homes that housed the mills’ workers. The aforementioned Heist Brewery is housed in a former textile mill.

An old mill worker’s home in Charlotte’s NoDa neighborhood. This home is visible from Heist Brewery

The language used to describe the randomly selected sample of home listings that do not mention breweries are quite different. Words such as ‘acres’ (indicating large lots), ‘schools’, and ‘culdesac’, ‘bonus room’, ‘formal dining’, and ‘family room’ describe homes that are indicative of a more suburban setting. In these listings, more emphasis appears to be placed upon the feature of the home rather than the characteristics of the neighborhood.

The research conducted by Isabelle, and I added support to the idea that craft breweries are viewed by both home sellers and real estate agents as neighborhood amenities. Otherwise, why mention them? So, next time you go to sell your home, make sure you mention that brewery just down the street from you.

Further Reading:

Nilsson, Isabelle and Neil Reid. 2019. The value of a craft brewery: On the relationship between craft breweries and property values. Growth and Change, Volume 50, Issue 2, pp. 689-704.

Nilsson, Isabelle and Neil Reid. 2024. Craft breweries as a neighborhood amenity: Evidence from residential real estate listings. Urban Geography, Volume

Uncategorized

An Apology to Merit Brewing

In May, I was in Hamilton, Ontario in Canada. Anytime I visit a city for a few days, I like to visit local breweries. One of the breweries that I visited on this trip was Merit Brewing Company.

During my visit to Merit I took a number of photographs. Towards the end of my beer, I was approached by a member of the Merit staff and was told that my taking of photographs was upsetting to the members of staff on duty. I was asked to leave the brewery, which I immediately did. I should mention that the request made by your staff member was done in a professional and respectful manner.

 It is quite apparent that my taking the photographs was very upsetting and harmful to the brewery staff. Some of the photographs I took (which included female staff members) were inappropriate. I would, therefore like to offer an unreserved apology to Merit and the hurt and distress I caused. It was insensitive and disrespectful of me to take photographs. The brewery is Merit’s space, and I should have been respectful of that fact. I was not.

As someone who writes a beer blog, my plan was to  write a short story about the craft beer scene in Hamilton. This story would have included one of two photographs from each brewery. After taking photographs at a brewery, I go through them on my iPhone and delete all but two or three that I might use in story. In the case of the photographs I took at Merit, all have been deleted from my phone.

While I have penned a letter of apology to Merit, I thought that I should also make a public apology through my blog site. I am extremely sorry for the photographs that I took, and I unreservedly apologize to Merit.

Community, Craft Breweries, Experiential Drinking

Inside The Five and The Experience Economy

I am not a football fan (the American variety that is), but I do know that the phrase “inside the five” refers to the zone between the five-yard line and the goal. It is also the name of a brewery (with three locations) in northwest Ohio. Inside the Five Brewing Co. was established in 2018, with the first location opening in Sylvania, OH. Two of the brewery’s owners, Chris Morris and Brandon Fields, were at Michigan State University together – the former was an offensive linesman and the latter a punter on Spartans football team. Both would go on to play in the NFL – Chris with the Oakland Raiders and Brandon with the Miami Dolphins. Such was their desire to make craft beer more accessible to more people in northwest Ohio, they opened a second and third location in Perrysburg, OH in 2020 and Toledo, OH in 2023. After its opening, all beer production was consolidated at their Toledo facility. In 2024, they opened a taproom at the Toledo facility.

On Father’s Day weekend, I visited all three of Inside the Five’s (ITF) within the space of three days. While it had not been my intention to do so at the start of the weekend, circumstances transpired that I ended up enjoying beer at all three venues. On the Thursday evening, I got a text from a friend asking for suggestions as to where we could meet the next afternoon to watch the opening game of the European Soccer Championships between Germany and Scotland. I suggested a local sports bar, but Glynn made the case for ITF in Sylvania. So that is where we met, and while my team, Scotland, were on the wrong end of a 5-1 drubbing, I at least was able to watch it while enjoying some excellent local beer.

Sunday was Father’s Day of course. My wife had already suggested ITF in Perrysburg for a Father’s Day dinner. She chose it because it was a brewery taproom (and she knows I like breweries) and because of its location near her stepmother’s apartment. Her stepmother had recently undergone a second hip replacement surgery, so a dinner venue nearby seemed like a good idea. So, I knew that I was going there.

What I did not know, however, is that my wife had made plans (with my youngest daughter and her boyfriend) to take me to ITF in Toledo in the afternoon of Father’s Day. In many respects, this is the most impressive of the three ITF locations. As I noted above, all of ITF’s production occurs there in a beautiful purpose-built production facility/taproom. This location is named The Fieldhouse, a nod to its proximity to the University of Toledo

What really impresses me about this location, however, is the way that they have developed and utilize their sizeable outside space which sits at the back of the brewery. When we arrived just after 1:00pm a farmer’s market (including craft vendors) was in full swing. This occurs every Sunday during the June – September from 11am-3pm. The fact that the number of vendors was relatively small probably reflects the fact that the market is in its infancy (it had only been going for a few weeks). I am sure that it will grow as the summer progresses.

The newly established Farmer’s Market at Toledo’s Inside The Five Brewery (Photo taken by Neil Reid)
The newly established Farmer’s Market at Toledo’s Inside The Five Brewery (Source: Inside the Five’s Facebook Page)

While ITF’s other two locations are more oriented towards adults, its Toledo location is clearly designed to attract families, including those with young children. While I was there, I saw a number of families sitting on the brewery’s outdoor patio and children playing in the purpose-built play area. For those who want to be more active while enjoying one of ITF’s excellent beers, there are a number of outdoor yard games available such as cornhole, for customers to enjoy. If the weather is not conducive to being outside a nice selection of board games are available. The outdoor space also includes a firepit, where folks can sit down and enjoy a beer and perhaps something to eat from one of the rotating food trucks when the weather is cooler.

Toledo’s Inside The Five Brewery offers a number of experiences for its patrons (Photo taken by Neil Reid)
One of the rotating food trucks that sets up at Toledo’s Inside The Five Brewery (Photo taken by Neil Reid)
Fire Pit at Toledo’s Inside The Five Brewery (Source: Inside the Five’s Facebook Page)
Games available for customers to play (Photo taken by Neil Reid)

ITF’s Toledo location is part of two larger trends that have been manifest in the American craft brewing scene for a number of years. These are a desire to be a different kind of drinking space, where children are welcome and where there is more do than just drink beer.

As noted in a 2018 report published by the University of New Hampshire Cooperative Extension, “while breweries have a reputation for attracting young people, . . . they appeal to families as well. They provide an atmosphere that is comfortable for parents and their children to eat and enjoy social time with others”. This is exactly what is happening at ITF’s Toledo location.

ITF has also positioned its Toledo brewery to be part of what is termed the “experience economy”. According to Bart Watson, Chief Economist of the Brewers Association, experiential drinking, which he defines as “not just going to drink” but “going to do something… and drink”, is on the rise. And, according to Nielsen, Craft breweries are proving very adept providing “new and creative experiences for craft drinkers to engage with their favorite brews”

The term “experience economy” is an interesting one. It was coined, as far as I can tell, by B. Joseph Pine II and James H. Gilmore in a paper published in the Harvard Business Review in 1988. There are ample data to show that people are increasingly spending more of their disposable income on experiences rather than things. This is particularly the case for the millennial cohort (the demographic frequently cited as the driving force behind craft beer’s popularity). Part of the reason why this might be the case is that, compared with things, purchasing experiences brings people more enduring happiness. Indeed, in a paper published in the Journal of Consumer Psychology, Ellizabeth Dunn and her co-authors suggest that to enhance their level of happiness, “consumers should buy more experiences and fewer material goods”. This is especially true of individuals with higher levels of disposable income (e.g., craft beer drinkers).

But why should purchasing experiences rather than things make people happier? In a paper published in Advances in Experimental Social Psychology in 2015, Thomas Gilovich and Amit Kumar suggest several reasons. These include the fact that experiences are often shared with other people, are less susceptible to unfavorable and unpleasant comparisons, and are less likely to invoke feelings of regret.

So, breweries that provide their patrons opportunities to engage in experiential drinking are in sync with a large portion of their customer base. The experiences offered by breweries do not need to be sophisticated or cost a lot of money to provide. Sitting round a fire pit with friends or playing a game of corn hole are often sufficient.

Inside the Five’s Toledo location is an excellent addition to its west Toledo neighborhood. The owners have taken a piece of undeveloped land and turned into an oasis where families and friends can go and have a beer and enjoy the amenities on offer. When I was there on Father’s Day, I noticed that there were still a couple parts of their property that remained undeveloped. I’ll be interested to see what they decide to do with these spaces.

Further Reading:

Dunn, Elizabeth W., Daniel T. Gilbert, and Timothy D. Wilson. 2011. If money doesn’t make you happy, then you probably aren’t spending it right. Journal of Consumer Psychology, Volume 21, Issue 2, Pages 115-125.

Gilovich, Thomas and Amit Kumar. 2015. We’ll always have Paris: The hedonic payoff from experiential and material investments. Advances in Experimental Social Psychology, Volume 51, Pages 147-187.

Pine, B. Joseph II and James H. Gilmore. 1998. Welcome to the experience economy. Harvard Business Review, Volume 76, Issue 4, Pages 97-105.

International

Four Days in Uzbekistan


Last month I spent four days in Uzbekistan. I went there to attend a conference on Sustainable Regional Development in Central Asia. Our host was the Samarkand Branch of Tashkent State University of Economics, located in the city of Samarkand.

I must admit that when I received the invitation to be one of the keynote speakers at the conference, my knowledge of Uzbekistan was close to non-existent. I knew that it had once been part of the USSR, and had become an independent country in 1991 following the political break up of the Soviet Union. Apart from that, I did not know much.

When your knowledge is sparse, the internet is your friend. A quick Google search revealed that Uzbekistan is a country of 35 million people in Central Asia. It shares a border with five countries – Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Afghanistan. It is also one of only two countries in the world that is double landlocked (the other is Liechtenstein -which I visited in 2018) A landlocked country is one that does not have direct access to an ocean or has a waterway that directly connects it to an ocean. A double landlocked country is one that is surrounded by countries that are themselves landlocked.

Uzbekistan is one of two countries in the world that is double landlocked

Occupied as early as the 8th century BC, the region that comprises modern-day Uzbekistan came under Russian control during the 18th century. The country’s name translates as ‘land of the Uzbeks’. Indeed, Uzbeks (a Turkic ethnic group native to Central Asia) comprise 84% of Uzbekistan’s population. With such an interesting history, and the fact that I had never been to Central Asia, meant that I was really looking forward to visiting this fascinating country.

My journey to Uzbekistan was quite a long one. I flew with Jet Blue from Detroit, MI to Boston, MA, where I connected with a Turkish Airlines flight to Istanbul. In Istanbul, I met up with my colleagues, Tomaz from Portugal, Ana from Spain, and Eduardo and Fernando from Brazil. We were on the same flight from Istanbul to Samarkand. I had left Detroit at 3:28pm on May 2 and, thanks to the combination of long flights and lengthy layovers, did not arrive in Samarkand until 4:10am on May 4 – a total travel time in excess of 27 hours. This was the first time in my life I had taken two back-to-back overnight flights (Boston to Istanbul and Istanbul to Samarkand). Arriving in Samarkand was not the end of my journey, however. The five of us, along with another colleague, Hans from Sweden (who had arrived the previous day) drove to city of Bukhara, a four-hour drive west of Samarkand.

Bukhara is the fifth largest city in Uzbekistan, with a population of just under 250,000. The historic center of Bukhara is a UNESCO World Heritage site. The city is located on the historic Silk Road, a network of Eurasian trade routes which operated from the 2nd century BC thru the mid-15th century. Over two thousand years old, Bukhara is described by UNESCO as “the most complete example of a medieval city in Central Asia, with an urban fabric that has remained largely intact.”

The ancient city of Bukhara
Bukhara at night

After an overnight stay in Bukhara we headed back to Samarkand. With a population of ~320,000, Samarkand is Uzbekistan’s third largest city. Like Bukhara, Samarkand has a rich history. Founded around 700 BC, it is one of the oldest continuously inhabited cities anywhere in the world. Invaded and destroyed by Genghis Khan and his Mongol army in 1200, it was one of the most important stops on 4,000-mile-long Silk Road.

Taking in the sights in Samarkand
Beautiful Samarkand

Although a predominantly Muslim country, alcohol is legal in Uzbekistan. Spirits (particularly vodka) accounts for ~57% of alcohol consumed by Uzbeks, reflecting the recent Russian influence on the country’s culture. Indeed, every evening at dinner, our host made sure that there was a bottle of Uzbek vodka, along with a bottle of Uzbek Cognac, on the table. Both were consumed straight – no mixers required. I usually do not drink vodka or cognac. Indeed, the last time I had consumed so much vodka was on a 2017 trip to Poland.

We had Uzbek vodka every evening with dinner
Uzbek Cognac
The conference dinners were one of the highlights of my visit to Uzbekistan

Beer accounts for approximately 34% of the alcohol consumed by Uzbeks, with wine accounting for the remaining 9%. In 2021, beer consumption per capita was a modest 7.8 liters. This compares with US per capita consumption levels that hovers around 70 liters.

The most common beer I encountered while in Uzbekistan was one called Sabrast. A European-style Pilsner, it is produced in a brewery owned by the Danish brewing giant Carlsberg in Uzbekistan’s capital city Tashkent. I also had the opportunity to try a Russian beer. At lunch, on the drive back from Bukhara to Samarkand, one of my hosts ordered a Baltika 7 for me, a Russian Pilsner-style beer, brewed under license by Carlsberg in Tashhent.

Sabrast – the most common beer I encountered in Uzbekistan
Enjoying a Sabrast beer with my friend and colleague Tomaz at a rooftop bar we discovered in Bukhara
Baltika 7, a Russian beer, with traditional Uzbek bread

While the Uzbek beer market is evolving, and craft beer is gaining in popularity among younger and more affluent beer drinkers, I never saw any while I was there. But perhaps I will on a future visit. I have had the good fortune to visit over 40 countries across 6 continents. Uzbekistan is right up there as one of the most fascinating that I have ever visited. I would love to return one day.

Events, Toledo

The 2024 Solar Eclipse: Nature’s Way of Saying ‘Hold My Beer’

Earlier this week I experienced what was for me, and probably a lot of people, a once-in-a-lifetime event – a total solar eclipse. A total solar eclipse (totality) occurs when the Moon passes between the Sun and Earth, completely blocking the face of the Sun. This results in a darkening of the sky, similar to dawn or dusk. Total solar eclipses are more common than many people think. In fact, they occur on average once every eighteen months. However, with 71% of the Earth’s surface covered by water (mostly oceans), the chances of a total solar eclipse being viewable from where any individual lives is pretty slim. Indeed the next time a total solar eclipse will be viewable from Toledo, OH will be 2099. The last one, prior to 2024, was in 1806. The eclipse was a spectacular event. In Toledo, totality started at 3:12pm and 18 seconds and ended at 3:14 and 9 seconds, thus lasting for a total of 1 minute and 51 seconds.

Upcoming solar eclipses viewable from the United States
The total solar eclipse as seen in Toledo, OH on April 8, 2024 (Photo Credit: Henry Stalnaker)
A total solar eclipse results in a darkening of the sky, similar to dawn or dusk. I took this photograph on the campus of the University of Toledo during totality

Craft beer aficionados will not be surprised to learn that craft breweries across the country took the opportunity provided by the eclipse to produce one-off beers to celebrate the event. For example, Great Lakes Brewing Co. in Cleveland, OH produced a limited edition Vanilla Blackout Stout, which was “brewed with a sliver of vanilla to eclipse your palate with extra richness”. Sun King Brewery in Indianapolis, IN brewed a coffee-infused Golden Ale which it named “3-07”, the length of time of totality in Indianapolis. The beer “embodies both the brightness of the sun and the depth of darkness during an eclipse”. The coffee used in the beer was provided by a local coffee roaster, Sun Bean Roastery.

Breweries in Toledo were no exception, and two days prior to the eclipse I got a chance to sample some of the local eclipse-inspired beers. I did so at an event called Total Brewclipse held at the Imagination Station, an interactive science center, in downtown Toledo. Fifteen local breweries, one meadery, and a university Craft Beverage Program had some of their beers for attendees to sample. Not only did a ticket to the event provide ten samples of beer, but it also allowed attendees to access to all the exhibits in the science center, including an interactive, planetarium-style show on solar eclipses in the center’s theater. The local home brewing club, the Glass City Mashers, were also there. In addition to answering attendee questions, the Mashers held a short program where they described and explained the science of the brewing process.

The Imagination Station was the venue for Brewclipse
The local home brewing club, Glass City Mashers, answered questions and hosted a program covering the basics of the brewing process

Like Great Lakes and Sun King mentioned above, most of the breweries participating in the event had brewed beers in celebration of the solar eclipse. The beers were creatively named – Path of Totality, Turn on the Dark . . . I’m Scared of the Light, and Umbra and Penumbra (the two shadows cast during a solar eclipse) being some examples.

Some of the eclipse-inspired beers available at Brewclipse

In most cases, the connection between beer names and the solar eclipse was obvious . This was not so (at least to me) with Leonidas (In the Shade) a Pale Ale, brewed by Outskirts Brew Co. & Dive of Lima, OH. I had to do a little internet research to understand the significance of this beer’s name. Here is what I found. Leonidas (c. 530-480 B.C.) was king of the city-state of Sparta from 490 B.C. until 480 B.C., when he was killed during the Battle of Thermopylae against the Persian army. According to the Greek historian Plutarch, at one point during the battle one of Leonidas’s soldiers complained that the Persian would release so many arrows that they would block out the sun, to which Leonidas replied, “Won’t it be nice, then, if we shall have shade in which to fight them?” In addition to having a very cool name, Leonidas was brewed using Eclipse Hops. While the sign at the event stated that Eclipse Hops are from New Zealand, my research suggests that they are in fact from Australia.

Brewclipse was a wonderful event. In addition to the opportunity to sample some one-off beers, what I particularly liked was the setting. I have attended a number of beer sampling events that were held in a nondescript and sterile convention center-type setting. The Imagination Station, with attendees having access to its exhibits, was a colorful and stimulating venue. The partnership between craft breweries and the Imagination Station was especially appropriate given the event (the total solar eclipse) that we were all going to witness and experience. Brewclipse also provided craft breweries a venue to demonstrate their creativity, relevance, and connection to the local community.

Craft Breweries, Health, Social Drinking

Craft Breweries and Leisure Time Physical Activity

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I recently spent a couple of days in San Diego, CA. This was my third trip to California since November, and my second to San Diego. The purpose of this particular visit was to give a guest lecture in ‘Craft Breweries and the Urban Economy’, a class taught by my good friend and colleague Julie Wartell at the University of California-San Diego, As per usual when I visit Julie in San Diego, we managed to find time to visit couple of breweries.

At one of our brewery stops, Seek Beer Co., we ran into (excuse the pun) a local running group. The Seek Beer Run Club meet every Monday at 6pm. Those who show up participate in a 5k run (or jog or walk) around the North Park neighborhood. Afterwards they meet back at the brewery and enjoy some conversation and a beer or two. This is a run-for-fun group, with inexperienced runners (and non-runners) encouraged to participate. According to the group’s Instagram account, runners get a complimentary post-run beer and discounted beers for the remainder of the evening. Those completing ten runs receive a club t-shirt.

The Seek Beer Run Club meet every Monday evening
Seek Beer Run Club participants enjoy a post-run beer and conversation

While the Seek Beer Run Club appears to be a rather informal, come-as-you-are, group other initiatives are somewhat more ambitious. Take the BrewRunners of Cincinnati, for example. The Ohio group offers both a15-week half marathon training program and a 17-week full marathon training program. Each training group meets twice a week at local breweries, with the goal of having participants run in the Flying Pig half and full marathons in early May. Having said that, the group emphasizes that while they are a running group, they are “mostly a get together and have fun group”. On its website, the group lists ten Cincinnati breweries as social partners.

The Seek Beer Run Club and BrewRunners of Cincinnati are two examples of the intersection between craft beer and what is known as leisure time physical activity (LTPA). Dirk Steinbach and Christine Graf of the German Sport University define LPTA as “all of the behavior connected with physical activity that people engage in in their freely disposable time”.

Others examples abound. Cycling groups that associate themselves with the craft brewing movement are also common. In my city of Toledo, OH Patron Saints Brewery organize Pedals and Pints. Cyclists meet at Patron Saints and bike to another local brewery or bar, where they enjoy some beer before heading back to Patron Saints. Partnering with a locally-owned bike shop, the bi-weekly meet-up is billed as a “casual ride exploring awesome places in and around West Toledo”. On a larger scale, Bikes & Beers organizes bike rides in cities across the country. Each event has 15, 30, and 50 mile cycling routes and a host brewery where the post-ride after-party takes place. There is a registration fee for participating in Bikes & Beers events, but each one benefits a local cycling charity to improve policies, laws, and infrastructure. Again, the emphasis is on fun and is promoted as “a fun way for cyclists of all levels to get out and enjoy the road”.

Participants in the bi-weekly Pedals and Pints program meet at Patron Saints Brewery and bike to another local brewery or bar

Beer yoga is also a common activity associated with breweries. Within minutes, a brewery taproom or other space within the brewery can be quickly transformed into a temporary yoga studio. The branding associated with beer yoga is particularly clever with names such as Bendy Brewski Yoga, Downward-facing Drafts, and Bottoms Up! Yoga. Then there’s Yoga and a Pint, a name that really cuts to the chase.

So what motivates people to participate in runs, bike rides, and yoga classes that are organized by or in collaboration with breweries? The answer to that question is provided by a recent study conducted by Alana Seaman of the University of North Carolina -Wilmington and her colleagues and published in the journal Leisure Studies. In that study, the researchers interviewed individuals who participated in LTPA associated with breweries in Wilmington, NC, Auburn, VA, and Louisville, KY. Activities that interviewees participated in were frisbee golf, run clubs, ping-pong tournaments, and yoga classes.

For participants, the social aspect of LTPA is important. LTPA provide opportunities to spend time with friends, while also meeting new people. Having a post-activity beer plays a critical role in facilitating socializing. Without it, most people would probably depart once the activity was completed. Some of the interviewees appreciated the laid-back, informal nature of LTPA, and the fact that it is less serious and intense than physical activities carried out in purpose-built buildings. The brewery, and the beer it produces and serves appears to be playing a critical role in bringing people together and socializing with each other. The fact that the craft breweries in the study were locally-owned was also attractive to many LTPA participants.

Leisure time physical activity is good for human health. The World Health Organization (WHO) identifies insufficient physical activity as the fourth leading risk factor for mortality, accounting for approximately 3.2 million deaths per year. Research published in The Lancet suggests that the situation is much more serious, placing the number of deaths attributable to the lack of physical activity at 5.3 million. One estimate suggests that 31.3% of persons aged 15+ are insufficiently active.

A study of over 100,000 men and women between the ages of 20 and 100 living in Copenhagen, Denmark and published in the European Heart Journal found that leisure-time activity promotes cardiovascular health, while job-related physical activity does not. In a paper published in the British Journal of Sports Medicine researchers found that 7.6% of cardiovascular disease deaths globally are attributable to physical inactivity, while another published in the Journal of Yoga & Physical Therapy concluded that “people who participate in leisure activities have lower stress levels, a better mood, a lower heart rate, and more psychological engagement, which means they are less bored, which can help them avoid hazardous habits.”

The combination of craft breweries and LPTA seems to be a particularly beneficial one. LPTA clearly has health benefits. But so does moderate alcohol consumption in a social setting, as demonstrated by the work of evolutionary psychologist Robin Dunbar and others. As noted by Dunbar et al., in a 2017 paper published in Adaptive Human Behavior and Physiology, “our social networks provide us with the single most important buffer against mental and physical illness”. This is because alcohol triggers the endorphin system, which relaxes individuals and promotes social bonding.

I have been studying the craft brewing industry for just over ten years. Over that time, as the result of my own research, as well as that of others, I have arrived at the conclusion that craft breweries are assets to the communities in which they are located. The aforementioned paper by Alana Seaman and her colleagues, which explores the symbiotic relationship between craft breweries and LTPA, is the most recent piece of evidence in support of this.

Further Reading:

Seaman, Alana N, Lindsey Schroeder, Laura Morris, Kayla Hines, and Michele Abee. 2024. “Ten bucks for yoga and a beer in a cool vibey spot”: Exploring motivations for LTPA at craft breweries. Leisure Studies.

Musings on Beer