Normally, the state’s celebration of locally brewed beer is celebrated in Silver Spring. But, like so much else, Covid has changed this, too.
This year, consumers can celebrate “Love Thy Beer” at Maryland breweries where taproom menus highlight styles that pair best with winter weather.
“Due to concerns for public safety and restrictions on gatherings, we sought a way to bring Love Thy Beer to the consumer,” said Jim Bauckman, communications director, Brewers Association of Maryland. “This approach broadens participation from breweries and provides us a theme for richer promotion of the industry.”
The Love Thy Beer theme will also be used to highlight numerous industry stakeholders during the month-long promotion. Representatives from breweries, craft beer influencers, and local artists designing beer packaging are among the stakeholders whose perspectives will be shared to tell the larger story of the state’s craft beer community. These stories will be told through the association’s social media accounts and during weekly virtual chats, hosted on Facebook and YouTube.
“The last year has challenged most people and industries. Overcoming these challenges has required passion and determination. We want to celebrate everything that brings breweries and consumers together as a community,” said Sarah Healey, President of BAM.
The association also intends to use the Love Thy Beer as a call to action for Maryland residents to share their support for proposed legislation during the 2021 session of the General Assembly.
In response to COVID-19, executive orders and regulatory actions provided Maryland’s breweries with sales channels that include direct-to-consumer shipping and door-to-door delivery of Maryland beer. In an effort to reduce in-person interaction, ceilings on carryout sales from brewery taprooms were lifted. Industry members have been nimble and many continue to fare well this year, owing thanks to the actions taken by Gov. Larry Hogan and Comptroller Peter Franchot, who oversees the state’s beer regulation.