By Patty Mamula
For the Oregon Beer Growler
As the executive director of the Oregon Brewers Guild, one of Brian Butenschoen’s main responsibilities is publicizing and promoting the organization. Yet, he avoids publicity and promotion about himself. He prefers to stay out of the Oregon Brewers Guild picture and keep the member breweries front and center.
The Oregon Brewers Guild was established in 1992, originally named the Greater Oregon Brewers Association, and is the second-oldest nonprofit trade association for brewers in the U.S. Its mission is to protect and promote Oregon breweries.
With new craft breweries popping up daily in Oregon, the Guild continues to grow, both in size and influence. Membership includes 156 brewing companies, 125 associates that aren’t breweries but provide business services to the craft beer industry, and 3,500-plus enthusiasts called SNOBs — Supporters of Native Oregon Beer.
Brian always refers to Guild activities in the first person plural construction, as in “We print 75,000 copies of the Brew-Ha! map, showing all the member breweries.” Or, “We put on a 900-person dinner for all our supporters and friends every year.” However, since Brian is the only full-time employee, he surely deserves most of the credit for any and all Guild activities. He is the third executive director, a position he’s held since 2005.
One of the Guild’s primary vehicles for promotion is special events and festivals. Probably the best-known and certainly the most popular is Zwickelmania. The one-day open house held on the Saturday of President’s Day weekend began in 2009 and attracted 6,000 visitors to 20-30 breweries that year. Compare that to 2016 when 45,000 people visited 120 participating beer makers who provide brewery tours and special tastings.
Brian said, “It started with six of us sitting around a table and someone came up with the idea of an open house. When would be a good time? We agreed that it should be on a holiday weekend when breweries were NOT busy, when they wanted to see more people visiting them. That’s how we came up with the Saturday of President’s Day weekend.”
Now most participating breweries are so busy on Zwickelmania, they schedule extra staff and often have to control the number of people allowed through the door at one time. The event takes its name from the zwickel sample valve on beer conditioning tanks that allows brewers to take samples during the fermentation process.
What does it take, behind the scenes, to put on this event? The Guild — as in Brian — does all the promotion, signs up the breweries, handles the public relations and marketing, lists the participating breweries on the Guild website and creates maps for the six regions of Oregon. Suggested itineraries are also posted, grouping participating breweries by location.
The Guild sponsors two other main events in Portland. Cheers to Belgian Beers started 10 years ago and was held in May in 2016. Then there’s the Portland Fresh Hop Beer Fest, which has happened every fall. Now in its 13th year, the harvest celebration is slated to take place Friday, Sept. 30 and Saturday, Oct. 1 at Oaks Park.
In addition to a few other collaboration events with The Portland Mercury newspaper, like the Malt Ball, Brian tries to make sure the Guild is represented at many of the other festivals around the state. “We have tables and booths at the Spring Beer and Wine Fest, at the KLCC Microbrew Fest in Eugene, at the Oregon Brewers Festival, the North American Organic Brewers Festival and the Great American Beer Festival in Denver,” said Brian.
Events, large and small, mean planning, planning and more planning. Each one starts with a budget. Next, participating breweries are lined up. A venue is selected. People are informed about the event through public relations campaigns and marketing sales and website updates. Food vendors are arranged along with infrastructure providers who set up tents, tables, chairs and the ever-essential porta-potties.
Again, Brian is the main person responsible for coordinating and arranging these events.
Brian’s interest in beer stems, in part, from his family’s background in homebrewing. Following his great-grandfather and uncle, Brian took up the hobby in 1999 and decided to enroll in the Beer Judge Certification Program that same year. Brian also served as vice president and president of the Oregon Brew Crew, Oregon’s oldest homebrew club. Around that time he also started working at Belmont Station. He was fortunate enough to snag shifts on Fridays — free beer tasting days — which meant face time with the brewers who attended these events. He stayed on there until 2006, overlapping with his start at the Guild.
Events and promotions, important in their own right, are only part of the Guild’s duties. The other responsibility is protecting the industry.
“The Guild participates in decision making at the local, state and federal level. We stay out of lobbying and leave that to our individual members,” said Brian. “But we alert members and our board, by email and meetings, to legislative issues and other concerns.”
Oregon is one of the few states where the entire legislative congressional delegation is part of the Small Brewers Caucus, he said. “They all support the lower excise tax for U.S. brewers. Last June, Sen. Wyden sponsored a bill to give all alcohol manufacturers some excise tax relief. It has 24 co-sponsors in the Senate and more than 100 in the House.”
Every June, right before Oregon Craft Beer Month in July, Brian holds a press conference about the economic impact of craft beer in Oregon, including information about the number of direct and indirect jobs created, number of barrels produced and sold here, the amount of charitable contributions and other economic indicators. For more information about the industry, upcoming Guild events or to learn how to become a SNOB, go to oregoncraftbeer.org.
Stories from the print edition of the Oregon Beer Growler.