It’s Time to Finish Your Christmas Shopping

Madness!!!

I don’t mean to alarm anyone here, but speaking of Christmas shopping…

CHRISTMAS IS ONLY 10 DAYS AWAY!!!  [Cue sinister music]

I’m here to tell you that if you have a craft beer fan on your shopping list, you couldn't be luckier. Craft beer drinkers are quite literally the easiest people on the planet to shop for. Why you ask? Because they want beer! I just solved your dilemma. Craft beer drinkers want craft beer to drink. This couldn't be simpler.

I’m writing from my own experiences, as I usually do in this blog, but seriously folks… beer is the perfect Christmas gift – it brings cheer, it is appreciated, and it never loses its appeal or is relegated to the corner of the room to collect dust. And as an aside, since this blog is written from my perspective, if Santa Claus or my beautiful wife is reading this, consider it my wish list.

The first thing you need to figure out is, obviously, how much you are willing to spend. Beers are usually relatively cheap (another reason they are the perfect Christmas gift), but can add up, especially when you are buying quality beer as opposed to yellow, fizzy, corn-based, industrial swill beer. You should walk into this thing expecting to pay at least $10 for a six pack of beer, or a similar quantity to price ratio. I know, this is a bit of a sticker shock to the newly enlightened out there, but remember, the beer is better, and better usually carries a higher price tag.

Beer people... all shapes and sizes... all makes and models... all smiles.

The next thing to determine is what kind of beer does your gift recipient enjoy? There are all kinds of craft beer drinkers out there: Hop Heads, Stout Hounds, Belgian Gurus, people who will drink anything as long as it’s crafty (me), people who care about ownership (this one will require research), or people who are new and are testing the water so to speak. There are multiple ways to figure out what kind of beer drinker your friend is, such as keeping track of what beers he or she drinks and giving something similar, or you could just ask.

The build your own six-pack aisle, or as I like
to call it, the onesies aisle

Now that you've handled all the front-end logistics, the fun can finally begin. I have said time and time again that I am like a kid in a candy store when shopping for beer… particularly when the store has a vast selection. Which brings me to my next bit of advice – find a store with a vast selection. Grocery stores are fine (and many of them are getting better) at stocking craft beer options, but what you really need is a package store or specialty beer store. Something like Total Wine if you've got access to them, or another store of that caliber. Not only will the selection be enhanced, but theoretically, the staff will be more knowledgeable too, which will come in handy if you are new to the craft beer universe as things can get overwhelming at times. Also, the clientele at a store like that is more likely to be crafty so they will be willing to help you if you need it… all you have to do is ask.

As far as what to buy, it really is up to you. These stores tend to have “build your own six pack” aisles, which are always a great way to go. Especially in a specialty beer store where the variety is seemingly endless, you could spend hours (and I have) picking out six beers to put into a six pack. And at an average price of $10 for that six pack, how can you go wrong. You could also go to the end cap of the aisles, where they tend to keep the rarities and seasonals, and get a bomber (22oz bottle) or two from that selection. Ask the folks around you if you’re unsure but these beers are usually extremely delicious and sometimes hard to find, which make them a perfect and very much appreciated gift for a beer lover.

Glassware for sale at the Shipyard Brewing Co
in Portland, ME.

Now let’s get you out of the specialty beer store for a moment and explore other, perhaps less obvious, options. When giving the gift of great beer, a great place to start is at the source. Depending on where you are in the world, there is probably a local brewery within a reasonable driving distance. Go see them. Breweries often times allow you to buy growlers of their beer directly from the source, ensuring freshness and awesomeness. This is a particularly great gift idea for many reasons: 1) Beer people love great beer. 2) Beer people love fresh beer. 3) Beer people love growlers. 4) Beer people love to support their local brewers and the local economy. 5) Growlers, like beer people, are very social creatures that naturally lend themselves to a party-like atmosphere. The list goes on.

Bloggers Note: On growlers – If you aren't familiar, a growler is a large beer bottle, usually with a flip top or some other kind of lid that can be resealed, that holds multiple pints worth of beer (depending on the size). They are sealed, but the seal is not perfect, and once they are opened for the first time after the initial fill, the quality of the beer inside begins to degrade. As a result of this, if you’re going to give a growler as a gift, be sure to buy it no more than a day before you intend to give it as a gift. Keep it refrigerated. Do not put it under the Christmas tree on Christmas Eve and let it sit out all night. Once it has been opened for the first time after the initial fill, you have a few days to finish it before it will be completely flat and not nearly as good as it once was.

An authentic brewery tour of the Heavy Seas Brewery in Baltimore, MD. The gentlemen in the foreground with the grey
vest is Hugh Sisson - owner of Clipper City Brewing Company and Heavy Seas.

Another gift idea that can be found at your local brewery is the brewery tour. Beer people love beer, and they love to see how it is made. It may surprise you, or it might not, but brewers love to give tours and show all of their faithful customers where and how the beer is made. It is a win-win situation for all involved, which is why virtually every brewery on the planet offers tours. A tour is usually very inexpensive (often times free), and only lasts an hour or so. The tours are guided, usually by either the owner or the master brewer, and during the tour, you’ll be given the opportunity to sample the goods. Remember to where closed-toes shoes, as it is a factory (though it’s a much cooler factory than your average factory). Consult your brewery’s website ahead of time for hours of tours and other considerations (whether you need to sign up first or just show up, price, etc). At the end of the tour, you’ll usually find yourself in the gift shop, which of course is the mark of a good tour. And this brings us to another opportunity for gift giving…

You are a baboon... and I am not.

Craft beer merch!!! Beer people love craft beer merch almost as much as they love craft beer itself. T-shirts and glassware are always appreciated because they facilitate the “story telling” aspect of the beer lover’s psyche. Brewery gift shops will have multiple options for glassware and t-shirts, as well as tap handles, stickers, hats, other apparel, and in many cases (depending on the state), beer! This of course takes us back to the beginning of this post and the gifting of great beer (it’s the circle of life) – but in this case, you bought the beer from the brewers themselves… taking the middle men right out of the process… take THAT vertical integration!!! Punks!!!

So now you have some ideas on what to give the beer nerds in your life for Christmas. It seems daunting, but it really couldn't be easier. Immerse yourself in our culture and ask for help. One thing I've preached on many times before is that craft beer people love to talk about beer and tell beer stories with fellow travelers (hence this blog), and they love to help those in need. If you show up at a specialty beer store or at a brewery and you find yourself surrounded by beer people, don’t be intimidated… they will talk to you and you might just find out that you belong among them. And as far as gift giving goes, again, there is nothing that a beer lover loves more than great beer… especially at Christmas time.

Here’s to craft-brewed happiness… Cheers!