Draught Diversions is the catchall label for mini-rants, think-pieces, and posts that don’t just focus on one beer here at The Tap Takeover. We hope you don’t grow too weary of the alcohol alliterative names we use…
Welcome to Jersey Beer Week at the Tap Takeover! A week long celebration of all things Beer in New Jersey. This is the second (or third?) year New Jersey Craft Beer is spear-heading the initiative, a week of events at NJ Breweries, bars featuring NJ Beer nights, and a week to #DrinkLocal and enjoy New Jersey beer rather beer from out of state.
To help kick off the week here at the Tap Takeover I figured I’d interview Mike Kivowitz, the main man in the New Jersey beer community who created New Jersey Craft Beer almost 10 years ago. I’ve met and chatted with Mike at a few events and breweries over the years and you won’t meet a nicer guy who has great taste in beer. Talking to him, you get a sense of just how much he enjoys the community…and how much he enjoys seeing others take part in the New Jersey Beer Community.
Mike is one of the major reasons why the New Jersey beer community is the great place it has become over the last decade. New Jersey Craft Beer is a great resource for all things NJ Beer, whether it is information about Breweries in the state, stores that feature NJ beer, or a calendar of beer events in NJ.
The best part, for me and many members, is the Loyalty Program in the form of the NJCB Discount Card. For just $25 per year, you get an New Jersey Craft Beer card (all of mine are pictured below) which gets you discounts at liquor stores (the majority of the stores in my area offer 10% off all craft beer purchases), a range of discounts at breweries (money off flights or merchandise, for example), discounts at restaurants (anywhere between $1 off each beer you purchase to 10% off the entire bill!), and discounts at various beer events (Beer Festivals, Beer/Brewery Sponsored 5K races, etc). In short, it is the absolute best $25 I spend every year and often pays for itself by March. If you are visiting a brewery in New Jersey, there’s a decent chance you’ll run into Mike or one of his many co-conspirators.
Without further adieu, here’s a 12 pack worth of questions for our interview.
1. I’m sure most of the visitors to this blog have a passing knowledge of NJCB, but what is your TV Guide description of NJCB?
The source for beer in NJ with a loyalty program designed to explore beer all over the state.
2. What is this whole New Jersey Craft Beer Week all about, then?
Drinking in Jersey. Drinking Jersey beer.
3. New Jersey Craft Beer was founded in 2010, almost a decade later and the beer landscape has evolved. What is the biggest change to Craft Beer in NJ since you started NJCB?
The growth of local offerings. I launched NJCB with like 14 breweries on the list, now it’s 115+. Local breweries lead to bars and stores carrying more local.
Editor’s Note: The About page on New Jersey Craft Beer shows the large growth of the organization since its inception in 2010.
4. What is the most challenging and frustrating element of running NJCB?
Getting people to go to events. Everyone has events all the time. Getting support for some of them is hard. Especially when I spend like 70 hours of work on a 3 hour event and 10 people come. It’s souring but I learn and try harder next time.
5. What is the most rewarding element of being the go to guy for all things beer in New Jersey?
Meeting people and seeing how NJCB has changed their lives.
6. It might show some bias if I asked you your favorite NJ beer and brewery so I’ll ask you what your favorite style is and favorite non-NJ brewery.
West Coast IPAs will always be my favorite style. Firestone Walker is a good example of a non-NJ brewery I love.
7. What would you say is the one thing you would like people in NJ to get out of New Jersey Craft Beer?
Have fun. It’s beer. Just get moving and see what’s going on outside the keyboard you are reading this on. Ohhh, be nice too.
9. What beer do you want to have again for the first time?
Spellbound’s Vices Porter on nitro I want everyday.
I mean, yes and no. Most of the people I know that run other sites, I knew back in in and before I launched NJCB. Like Brew York New York for example. Some of the new guys like Breweries in PA started because of NJCB and reached out for input. I’ll talk to anyone, just don’t try to rip me off and steal my baby like that Instagram guy that’s now out of business. I don’t want to mention their name though.
11. Despite some of the obstacles, the number of breweries in New Jersey has grown consistently since 2012. Aside from the quality of the beer itself, what do you think are the key factors that will help a brewery succeed in New Jersey?
Quality is #1. Everything else is sort of hard to explain. See, some breweries just want to remain downtown/main street and not promote their beer on shelves but then they don’t want to do events, then when they do events, it’s like ohhh, I can only get this at one or two places around the brewery and not anywhere else. Then there’s the opposite where places only package the standard stuff and no one can get it anywhere else but the brewery but they sell kegs at every bar. Those people don’t want to leave their house. Sooo distro, labels/artwork, sales people, educated retailers. I can probably lump more into #2.
12. This question will likely generate a lengthy response, but here goes. With the evolving laws around beer in NJ, specifically the limits being placed on small, independent breweries, what can individuals do to prevent the rules from halting the great progressive growth of breweries and goodwill in the NJ Beer Community?
Editor’s Note: Visit SaveNJBeer.com for more information on the laws that could significantly impact many of the independent breweries in NJ.
Speak up. Write to your local officials and explain how you spend money and where and why. Also, get informed on the actual laws and wording. There’s 1 thing we need to do and that’s work together.