It’s easier than ever before to connect with the people who make our beer thanks to the internet. It’s a way for breweries to tell us their stories, to let us know why their beers are special, and, with just a few clicks, we can discover where their beers are on the bar.

You might think that being successful on social media is a numbers game and there are certainly breweries out there with incredible numbers of followers. Northern Monk has nearly 100,000 Instagram followers with an account that is both creative and fun. Thornbridge has more than 50,000 followers on Twitter. It keeps followers informed about tap takeovers, charity events and special offers on the web shop.

But in reality, it’s not the size of the crowd that matters, it’s the level of engagement. I’ve been struck recently by how cleverly some breweries are using digital tools to form virtual communities. You can have all the fans in the world, but if they aren’t buying your beer, it doesn’t matter. Some less well-known brewers are doing just that. They are building a dedicated audience of people who genuinely care about what they are doing – and make a point of buying their beer.

I have to start with off-the-wall alcohol-free industry disruptors, Mash Gang. Its sub-2,000 followers on Twitter may not seem like much to write home about. But in January 2023, when it achieved its first supermarket listing - a collaboration with Northern Monk named Self Titled, its supporters were falling over themselves to find it. It probably helped that the beer was only available in selected Morrisons stores, and the retail chain released it for sale four days before the scheduled date. Twitter was alive with videos of avid fans, rushing from store to store, trying to get their hands on the precious cans.

And the hype hasn’t ended there. After all, it does say “it’s not a cult, it’s a gang”. Mash Gang’s endless stream of pop culture references, witty discourse and social media savvy memes have built it quite the collection of devotees. And with a seemingly endless stream of new releases and collaborations, it’s unsurprising that it has recently been able to secure private investment that will help the business grow.

Mash Gang isn’t the only one weaponising humour to draw customers in. I’d heard of Braslou Bière because of brewer Tommy Barnes’ excellent and award-winning books, describing his misadventures setting up the business in the Loire. I’d never tried his beers because he was in France. Now Braslou has upped sticks and moved to North Cornwall, so the beer is much easier to find. And the self-deprecating humour has come with him to St Issey.

Some of the beers, like the Blood of Braslou Red(ish) IPA and the hazy St Issey IPA, are truly excellent. If you stumble upon a can, you’ll see that Tommy’s unrestrained word salads spill over into the product descriptions on the label. But the pinnacle of Tommy’s output, in my opinion, is his Instagram account. He adopts the same authoritative stance in practically every reel he posts – one foot perched on a convenient nearby keg or chair, his arm resting on the raised knee. A power stance if you will. Then he essentially spouts nonsense for a minute or two. Random, hilarious, stream-of-consciousness rambling.

He recently told us he was training to be world’s strongest man through a punishing regime of tensing and thinking about tigers. Next, he’d applied for UNESCO World Heritage status for the six-hour playlist of power ballads that he had compiled. Naturally, the International 1980s Power Ballad World Championships would be held at the brewery tap, which sounded like a joke, but was an actual event. If you like beers that don’t take themselves too seriously then Braslou won’t disappoint.

Four Priests Brewery in Cheshire is perhaps the first YouTube brewery. Founded in the spirit of sharing, it has documented the development of its business right from the start. Building a brewery from mostly salvaged and repurposed materials, it has tapped into several audiences – both a local fanbase, but also a horde of home-brewing hobbyists who are enjoying living the brewing dream vicariously through the channel. 

In two years, they’ve posted well over 100 videos. The highs and the lows are all there. Andy Thomason’s dulcet northern tones give a dry narration as water spews out of the heat exchanger. It’s hugely endearing. You can see comments of support pouring in as the family gradually expands the brewery. 

It’s like a soap opera for beer lovers. Andy’s down-to-earth, honest presentation of his experiences is instantly likeable. You can’t help but find yourself rooting for Four Priests. It has hit on a unique way of giving a real insight into its story. It describes the simple everyday developments in detailed videos which usually stretch to 20 minutes or more.

And then there’s Copper Beech brewery, brewing on a five-barrel kit in Kidderminster. Instead of putting a small essay on its cans like Braslou, it has opted to add QR codes which take you through to online details of the stories behind each beer and its name.

Brewer Dan Lawson only started home-brewing in 2019 and was surprised at how much the hobby helped him with the anxiety caused by his corporate day job. Now he’s taken his passion commercial, he uses his beers to commemorate deeply personal stories – the birth of his daughter or a treasured memory of cementing his love of craft beer on a trip to New York, for example.

Dan brews brilliant beers of amazing diversity, given the short time that he’s been in the business. And my enjoyment is only increased by understanding the people behind it.