Is “I Am a Craft Beer Drinker” Insincere?

The gang over at New Brew Thursday recently released their “I am a Craft Beer Drinker” video, in the style of Greg Koch’s “I am a Craft Brewer” video and all the copycats that have since followed (I am a Home Brewer, I am a Canadian Craft Brewer, I am a Little Teapot, etc.)

There’s a bit of a dust up happening around the Internet, as some folks are saying that many of the people in the video are more than craft beer drinkers, they are craft beer entrepreneurs.  As many of these people are making (or trying to make) their living in the world of craft beer, their motives might not be purely about sharing their love of good beer.

My take on this is pretty simple: whatever.  The folks who are in the industry are there because they fell in love with beer, and this is their opportunity to express that love.  Sure many are trying to make a buck off of beer, but that doesn’t diminish their love of well crafted brews.

So really, the only thing that might be wrong is the title of the video.  If it was called “I love Craft Beer” or “I am a Craft Beer Evangelist” I don’t think folks would have a problem.  And even the way it is, I have no problem with it.

Check out the video above and let us know what you think in the comments.  Does the fact that the folks in the video have financial incentive to promote craft beer diminish the message?

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Categories: Beer


Craft beer nerd, frequent beer blogger and occasional home brewer.

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40 Comments on “Is “I Am a Craft Beer Drinker” Insincere?”

  1. Marvin
    September 14, 2010 at 10:48 am #

    I love the video, and if anyone appreciates beer, it should be the people making it. I do not see it insincere at all. What, did they think that some people sitting around being bored would make a marketing campaign due to their love of beer? Please…that would take time away from drinking more beer.

    • September 14, 2010 at 10:50 am #

      I like it’s “rootsy” vibe, showing the folks in and around the business of craft beer are still beer lovers at heart.

  2. Don
    September 14, 2010 at 11:09 am #

    I think the video is self serving, and not just a little hokey! It says nothing, stands for nothing, and really means nothing in the big scheme of things, so why make it? I think this is an attempt at monetization of the larger Craft Beer movement. It seems all very transparent.

    • September 14, 2010 at 11:18 am #

      I agree it’s self serving, just the same way that “I am a Craft Brewer” was, although I think that video was more powerful (not hokey) and it was original. It’s been copied several times, this being the latest ape of it.

      I think the “I am a Craft Beer Drinker” is a harmless expression of a love for good beer. Of course the folks in it are all hustling to move product or get their faces known, but that doesn’t diminish their love for beer.

      I will say I’m tired of these “I am a” knock off videos. What’s next, “I am a Craft Beer Distributor”?

      • Angela Arp
        September 14, 2010 at 11:31 am #

        I agree with you on the ‘I think the “I am a Craft Beer Drinker” is a harmless expression of a love for good beer.’ – but don’t get me started on the Distrobution topic!!!

      • Don
        September 14, 2010 at 11:31 am #

        The Craft Beer Brewer was meaningful because it reflected the drive for a movement. This is just so much fluff. I don’t like it.

      • January 5, 2011 at 6:04 pm #

        As for the comment about some of us hussling to get our faces known, well that is mere bullshit. Each person was approached because of their contribution to the craft beer community … we all didn’t get together and say “hey how can we become the most popular, awesome people in craft beer.” The video happened over a series of month and New Brew Thursday made it based on the people and resources available to them. A lot of it was filmed in SoCal cause that is where they are based. A large portion of it was filmed during the Craft Brewers Conference in Chicago cause a lot of us were there.

        Frankly, the hate and criticism is rather unwarranted. None of us made any money from the video. None of us think we are cooler and more important than other craft beer drinkers for making this video. Why can’t you just see it for what it is instead of trying to over analyze it. Envy is not a very flattering look.

        • January 6, 2011 at 10:25 am #

          First off, it’s good to see you here Ashley. Secondly, I think any criticism that’s been shared here has been pretty mild. Overall, the response has been positive about the video, with most folks agreeing it’s an honest expression of love for good beer, if not a little derivative of the other video that came before.

          I certainly don’t begrudge anyone for being in the video, and lots of folks who appear in it are people I have a lot of respect and admiration for. That said, let’s not pretend that most of the people who appear aren’t actively promoting themselves, their organizations or their breweries on Twitter, Facebook, blogs, etc. (just like Don and I do, BTW, so more power to you).

          I’m sure that many of you saw an opportunity to be part of something that might get traction with beer lovers and get your “faces” out there in a positive, memorable way, while extolling the virtues of craft beer. It’s win-win. I would have been thrilled to be asked to be in it as well, for the chance to promote craft beer and also be part of something that helps legitimize us as a beer authority. That’s what I mean when I say self-serving – it’s really not meant as an insult, just an observation.

          Now with all that said, I think you’ve overrated by calling everyone haters and assholes. Most have been positive here and don’t deserve to be called that. Maybe my brother, but that’s a given. 🙂

  3. Don
    September 14, 2010 at 12:32 pm #

    Newsflash! I just watched this again…its still stupid.

    • September 14, 2010 at 1:20 pm #

      Thanks for the update, Don. be sure to keep us posted as things stay the same.

  4. September 14, 2010 at 12:37 pm #

    It wasn’t a bad video, but–as Jim said–since there are so many other typical videos, I found myself snoring a bit. Also, the same old “I’m the loudest most popular voice in the beer blogging world” folks were highlighted, it lost me a bit. Were I to make a video, I think I’d head on down to the local craft beer bar and capture those faces. But I didn’t make the video, so I’ll just thumbs up it as more good beer PR.

    • September 14, 2010 at 1:22 pm #

      Each subsequent video in the “I’m a Craft Brewer” vein loses impact because they are so derivative. It’s like “I’m a [Insert Beer-Related Item Here]”

      • Don
        September 14, 2010 at 1:23 pm #

        “I’m a Sour Beer Dumper Outer…”

  5. September 14, 2010 at 12:40 pm #

    Insincere? No, I don’t think so but I partially agree with Don about the message. I mean, its preaching to the choir for the most part. I think if there were some big explosions or partial nudity (not of the dudes, thank you) the message would get through a little clearer. And replace the sappy music with Slayer.

    • Don
      September 14, 2010 at 12:47 pm #

      Mmmm….Slayer. Or better yet…Warrant! Sheeees My Cherry Pie….

  6. September 14, 2010 at 1:15 pm #


    • Don
      September 14, 2010 at 1:22 pm #

      What I like most about this is that I know this will be stuck in your head all day! “I scream, you scream, we all scream for her, Don’t even try cause you can’t ignore her…Sheeez my Cherry Pie…”

  7. September 14, 2010 at 1:25 pm #

    I’d like to do “I’m a Craft Beer Nerd”

    -I’m a Craft Beer Nerd
    -I have over 60 beers alphabetized in my garage.
    -I talk in degrees plato and IBUs to people who really don’t care
    -I’m passionate about the difference between Hallertauer and Hallerduaer hops
    -Girls don’t talk to me, and when they do I pee myself a little bit

    • Don
      September 14, 2010 at 1:29 pm #

      See…Now you took it too far. Our audience will not like the pee comment.

      • September 14, 2010 at 1:59 pm #

        I think they’ll understand, Don.

    • Marvin
      September 14, 2010 at 1:47 pm #

      HAH! That’s good comedy, and it’s okay if you pee a bit when girls talk to you. Maybe they’ll like you even more, it seems to work with dogs…

      • September 14, 2010 at 1:59 pm #

        You’re right Marvin. Any girl who sniffs butts when you meet is probably not gonna mind if you pee yourself a bit.

  8. September 14, 2010 at 2:31 pm #

    Love how the comments took this worthy post spiraling down, in flames, into the gutter. Jim, you really should do that video. Seriously. I bet you could find people to help. I bet it’d go more viral than the sappy original. Just make sure you do the pee thing too, that would be sooooo funny!!!!

    • September 14, 2010 at 2:36 pm #

      So you want me to pee my pants on the Internet, Scott? There are special sites dedicated to such things…

      • September 14, 2010 at 3:23 pm #

        It can be simulated of course, but yes, I think you should. However, if its simulated, it wouldn’t be ‘real’, much like the beer pong with water situations awhile back.

      • September 14, 2010 at 3:29 pm #

        Yeah, I’d have to go for it. Need to keep it real.

        Don’t worry – I have other pants.

  9. September 14, 2010 at 3:07 pm #

    I agree with Don and also thought it was a missed opportunity to do something creative. It was just boring and didn’t say anything. It certainly wouldn’t convert anyone to try craft beer, and even came off somewhat self-righteous. Oh well. Thought it might have been an ad for The Bruery. Next.

    • September 14, 2010 at 3:09 pm #

      I agree that the format is a bit tired. I thought that after the first “Craft Brewer” video knock-off. I would have enjoyed to see something more creative, too.

  10. September 14, 2010 at 3:12 pm #

    I am a craft burrito eater.

    • September 14, 2010 at 3:21 pm #

      Nice! You could probably do the whole video without words, just flatulence.

      • September 14, 2010 at 3:24 pm #

        Or simulated flatulence.

      • September 14, 2010 at 10:39 pm #

        I’ll need a Harley or some sort of “custom chopper” from which to eat said burrito and fart. Did I mention these burritos pair well with IPA?

        • September 15, 2010 at 10:27 am #

          Nice to bring it back to the beer – good pairing!

          I wonder if you could have a methane powered Harley. I bet one of those would get Don to work for free every morning! 😉

        • Don
          September 15, 2010 at 10:38 am #

          Maybe if I only had a 5 mile commute! 40 miles on methane would require a morning blast of Broccoli!

  11. Brandon
    September 15, 2010 at 12:37 am #

    This will probably kill the buzz on my “I am a douchebag” video I was working on. I am indifferent about the subject and I still commented on it. More hot chicks in video please.

    • Don
      September 15, 2010 at 9:54 am #

      Yes, More Hot Chicks! Does Bud and Coors get all the hot chicks?

    • September 15, 2010 at 10:26 am #

      “I Am a Status Beer DoucheBag” would be awesome!

      -I am a status beer douchebag
      -An adman put this beer in my hand, and the BMW keys in my pocket
      -I know nothing about beer, but this one comes in a special glass
      -If I knew this was the Budweiser of Belgium I’d still drink it (as long as the ladies don’t know)
      -I can afford all of this because I live in my parent’s basement.
      -I am a status beer douchebag.

      • Brandon
        September 15, 2010 at 11:39 pm #

        Haha, sounds like a good idea… don’t forget the hot chicks.

  12. January 5, 2011 at 5:58 pm #

    I understand the criticism that many of “us” in the video are also personalities in the industry — many work in the industry and/or desire to work in it. However, it is bullshit. Take me, a mere blogger who has been unemployed for over a year and I’ve spent every last penny of my savings to the point of living in poverty to pursue my passion for craft beer. Have I made a cent in the industry? No. In fact, I’ve spent thousands of dollars in the name of craft beer — buying beers, travel, my website etc… Yeah, I would love to make money in craft beer — but I didn’t sign up for this video because I was looking for a way to make a quick buck. I signed up for it because I truly believe every single word said in the video. And so does every single one of my colleagues.

    There will always be haters. Especially, with really successful projects like this one. I encourage all the other craft beer enthusiasts in the world not to hate because they didn’t think of it first or they weren’t a part of the project. Just appreciate it for what it is and stop being assholes.

    • January 6, 2011 at 10:31 am #

      I think most of us put a lot more money into craft beer and get nothing in return, except for tasty, wonderful brews to enjoy and some cool new friends. Beer people are good people as Lee says.

      Also, I don’t see the hate you’re talking about here. Most responses above have been pretty fair and positive (and some have been very funny).

      The only criticism that might stick is that the video is a bit derivative, as it’s not the first clone of Greg’s “I Am a Craft Beer Drinker” video. And even that’s not a harsh criticism, merely an observation that this format has been done to death. I think most people believe it was an earnest attempt to share a love for good beer.

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