Thursday is Virginia Beer Day, a designation coined by the group Craft Beer Professionals to encourage people to return to their taprooms, which have seen reduced traffic since the pandemic.
The day "is about giving people a reason to visit their local brewery on a Thursday in August, which normally might not be the busiest day,” said Andrew Coplon, founder of Craft Beer Professionals, based in Norfolk.
“We’re hoping it becomes a tradition where you grab the exclusive glass and celebrate Virginia beer.”
The CBP discussed during the 2024 Virginia Brewers Conference ways to support the more than 350 breweries in the state. They created the Beer Day idea and held a statewide contest for the design of a signature glass.
Artist Tianna DaCosta created the winning design and more than 60 breweries will offer the glass on a first-come, first-served basis.
The next conference, scheduled for September, will feature more than 30 educational sessions and include industry veterans Dave Warwick of Three Notch’d Brewing in Charlottesville and Eric McKay of Hardywood in Richmond.
“They’re trailblazers in Virginia beer,” Coplon said. “We want to hear where they’ve been—and where they think the industry’s headed.”
Nationwide, breweries have seen a shift in drinking trends since the COVID-19 pandemic. Foot traffic has not reached pre-pandemic levels and business owners have seen the landscape drastically change, focusing more on non-beer drinks.
“People are drinking differently—nonalcoholic beer, THC drinks and seltzers. Breweries can’t just rely on making good beer anymore," Coplon said.
“People still care about local beer,” he said. “But they need a reason to go out."