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Most of us can probably agree that social media and beer companies are an obvious pairing.  With the majority of consumers spending their time on social networks like Facebook, Twitter and YouTube, it’s inevitable that an industry that’s become known as the king of advertising didn’t take long to find their way to the social mediaverse, as well.  I was reading this article on Mashable the other day, “4 Beer Companies with Social Media on Tap.“  I’m a self-proclaimed beer connoisseur and home brewer, and I find it endlessly fascinating to learn about brewmasters and their secret to success.  With that said, one particular brewer stands out to me as impressive in his beer making as much as his branding and business leadership.  Meet Sam Calagione.

Sam Calagione – Dogfish Head Brewery

Sam Calagione has been everywhere lately.  You may have seen him on the new show BrewMasters or front and center on Inc.TV answering questions about business and brewing. If you’ve been under a rock, Sam Calagione is the founder of probably the most well-known craft brewery in the U.S., Dogfish Head Brewery in Delaware. Sam’s experimental process produces “off-centered ales for off-centered people,” such as the popular Pumkin Ale (you have my personal stamp of approval on this one – it’s delicious.) Dogfish is a marketing powerhouse in the craft beer industry, but it’s their success in cult community building and use of social media that’s especially impressive to me.

In this age of social media marketing, we see ads on Facebook pages, salesy tweets and annoying commercials before you can ever view what you really want to see on YouTube or Hulu.  The Dogfish team’s approach is a bit different or may I say: “off-center.”  As a craft beer enthusiast, I have enjoyed watching Sam and the Dogfish crew in their YouTube videos showcasing most of the popular beers. While the videos give great insight about the brewery, sometimes the entertainment factor even outweighs the educational factor. Sam is such a character! Not only are the videos about the beer-making process, but they also touch on the the various everyday happenings at the brewery and his restaurant where guests can try some of the more experimental brews.  How about the tree house that greets the visitors and employees as they enter the brewery? Check out this time-lapse video.  It’s this type of use of Social Media that allows for great marketing as well as entertainment.  As YouTube-happy consumers of Sam’s brews, we crave that inside look at Dogfish Head Brewery.  Now that we’ve seen how much fun it is, we only want more.  More importantly to Dogfish, we can’t wait to share it with each other.  Really, when was the last time you searched YouTube for the latest Cadillac commercial?

In addition to the usual suspects, Twitter, Facebook and YouTube, Dogfish also hosts a blog on their website, Blogfish.  I found this blog to be a bit different from most in that it’s updated regularly (what a novel concept) by the brewmasters.  Mariah Calagione (Sam’s wife) has a strong role in managing the social media community, so my post would not be complete without giving props to her.  As an outsider, I can really sense the passion that Sam has for his craft, and it’s clear that this carries over into the Dogfish team, as well.  I enjoy the brews, videos, articles and am proud to be a member of the Dogfish community.  It definitely makes the experience of drinking a Dogfish Ale more fun and a bit “off-center!”