Written By: Sam Schipani
As a beer columnist, I may be biased, but I love getting beer as a Christmas present from my friends and family, especially if they’re coming to visit from a far-flung locale. Well, within reason, I suppose. I don’t see many folks hopping on international flights with four packs stashed in their checked bags (bonus points for you if you have), but if you’re in driving distance, you’re in beer-gifting distance, in my estimation.
Especially during the holidays, though, when you’re reconnecting with loved ones you may not have seen since the last merry season, beer can be extra meaningful. When someone picks you up a four pack from their favorite local brewery and shares it with you, they’re giving you more than just the drink as a gift. They’re sharing an experience, a memory, and, if you get the chance to share your gift together, an opportunity to connect.
Gifting beer — like giving gifts in general — is something of an art. I have gifted and received many beers in my day, and have learned a thing or two along the way.
Before you buy, make sure beer is an appropriate gift for the person you’re gifting it to. People can have multiple reasons for not wanting to receive beer as a gift. They could be sober-curious, or live with or celebrate Christmas with someone who is struggling with alcohol use. The timing and context of the gift exchange also matters; some folks may have strong feelings about receiving alcohol at family present exchanges, so use your best judgment.
Or, frankly, your giftee just may not like beer. That, I will never understand (the prior reasons are perfectly valid ones, and should be respected), but regardless, there is nothing quite so terrible as giving someone a gift they don’t want to receive.
Now, if you know that your giftee loves beer, or is at least beer curious, there are a few things to keep in mind as you do your holiday shopping. Think about what type of beer they like. If they have a social beer rating profile like BeerAdvocate or Untappd, you’re in luck; scroll through and see what types of beers they normally rank highest to determine whether you’ll get them a blonde ale, a brown ale, or whatever in between.
If you’re going in without the data, think about what you’ve seen them drink or enjoy, or their taste in general. If they like bitter and spicy food, maybe go for something hoppy. If they like malty, toasty flavors, try an amber. If they can’t get enough chocolate, go for a stout.
(A note: If you’re gifting a beer to a vegan, make super extra sure that it doesn’t contain any lactose or honey. I’ve had more than one beer gift foiled this way.)
Now, I’m not usually one to judge a book by its cover, but I am also a big fan of gag gifts. If you find a beer with a funny name, perhaps one that references an inside joke, or a label that you just can’t resist, that may trump the general considerations of taste and preferences. I personally can’t resist a beer named something like Disco Sasquatch (hilarious on its face) or Girl’s Cabin (I have a former bachelorette who would laugh out loud at receiving this one), both from Bangor Beer Company.
Make sure you’re purchasing fresh beer, too. Some beers age better than others, but check the dates on the packaging regardless. Most beers stay good for two to three years after their canned date if they’ve been kept in the fridge, but that timeframe tops out at nine months if they haven’t been refrigerated.
Don’t turn your nose up at a holiday release. Not only will those beers be guaranteed fresh, but they can also have fun and interesting flavors that even beer connoisseurs haven’t tried. Does your giftee love Mast Landing’s Gunner’s Daughter, for example? In past holiday seasons, the brewery has released mint chocolate imperial stouts that make for a fun variation on that candy-inspired dessert beer theme.
Of course, shop local. Not only will this better guarantee the freshness of the product you’re gifting, but it will also make the gift feel that much more special if it comes from a place that is significant to the both of you, or that the giftee can’t easily purchase at their local grocery store. Plus, those extra dollars during the holiday season mean a lot to brewers looking to keep the lights on in their establishments.
When it comes to wrapping, I’m partial to keeping it simple. Stick a color-coordinated bow on the four-pack, and let the packaging act like its own wrapper. You could even consider purchasing a growler of a local beer if you know your giftee is hosting an event where a big jug of beer will come in handy (beer lasts for 24 to 36 hours after opening in a growler). A growler makes a fun keepsake in and of itself.
But what if your friend is even more of a craft beer connoisseur than you? What if you are too intimidated of getting them the wrong thing to get them anything at all?
Enter the Mug Club. If you know what local brewery the craft beer aficionado in your life most likes to frequent, consider purchasing them a subscription to that brewery’s mug club, if it has one. Mug clubs usually have some incentive, like a larger pour of beer or even a free beer on the house on your birthday. Sometimes they also come with even quirkier perks; my friends recently gifted a lifetime mug club membership at Two Feet Brewing in Bangor, and that comes with a customized baseball jersey. The cost will vary on mug clubs, but generally range from $50 to $150, and can span in time from a year to a lifetime. Make sure you ask about the stipulations of the membership, and pass that information along to the giftee.
My last piece of advice: Why not grab some merch while you’re at it? Many craft breweries are merch masters, and aside from making a great gift, having someone wear their wares helps spread the word about their great brews. For me, the quirkier, the better; one of my most prized possessions is a T-shirt from First Mile Brewing in Fort Kent celebrating one of their limited-release summer beers that says, “Pucker Up for a Delicious Motherpucker.” 10/10, no notes.
Here’s an idea you can have for free: a beer-only Yankee Swap with all your craft beer buds. And you all enjoy the brews together at the end of the gift exchange. Everyone brings a salty snack, maybe some chocolatey desserts for the grand finale of porters and stouts. You’re welcome, and happy holidays.
