“It’s a conduit or mechanism…
It was different sort of interview with Ajeet Grover, VP of business development and community relations at Common Good Brewing Company, when we sat down only days after the NBA had shut down its season, triggering the shutdown of much of North America due to the COVID-19 outbreak. While we could not avoid speaking about the pandemic (which we will get to below), I was still also interested to hear his response to my favourite question: Is there such a thing as a craft beer lifestyle, and, if so, how would you define it?
Ajeet was quick to respond: “Ya, I definitely think there is such a thing as a craft beer lifestyle. I think it really centres around the notion of ‘community’… About using craft beer as a conduit or a mechanism to bring people together.
“To us, craft beer is about people, about our relationships – which makes this current crisis so frustrating and challenging, because, you know, craft beer is something to be shared and enjoyed with others. It’s not the same when you’re drinking a beer by yourself at home – it’s ok, but…
“To us it’s all about community – and that’s also what Common Good is about: we’re a partnership-driven business, we’re about working with everyone – other businesses, charities, other breweries… Our unique business model [Common Good produces its own beer, as well as other beer for contract brewers] puts us central into the craft beer community because we’re on the ground working with so many other people in our industry.
“And that’s a big part of what the craft beer community is, is other people who are working in it and doing their best to make great products and get it out there to share it with all the great beer lovers in Scarborough, Toronto, and beyond.”
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