Pairing Books with Beer?

I don't often read the New York Times, but when I do, it's usually about beer. And this story, albeit a few months old, intrigued me. It's a nice exposition piece about a company called Books & Brews, whose founder thought pairing books with beer would be both appealing and profitable. And given that his business model is now offering franchises, he's apparently right.

But I have some questions.

Mainly, how does the usually quiet nature of reading "pair" with the usual garrulousness of beer drinkers? Unless one has the ability to block out all other distractions while reading ( I do not ), wouldn't the usual hubbub that attends craft beer tasting rooms intrude on one's "quiet space?" Would it require a severe-looking librarian-type in horn-rimmed spectacles to shush the beer drinkers?

I suppose if you visited a Books & Brew solo, you could grab a flight and a good book, find a private, quiet corner and immerse yourself in both.

But considering that most folks go to a beer-tasting room with company, how would they both read privately and converse publicly? Given a choice in a beer-tasting room, guess which one wins.

According to the article, the tagline of Books n Brews is "a place for people without a place." And though the owner Jason Wuerfel explains the reason for the slogan, for me, it connotes visions of loners. People can drink much more cheaply, more comfortably and more safely at home if they choose, but the reason most go out to a tavern is to engage with others, even if it's only your bartender.

Also, considering that the place has a stage for Open Mic nights, the usual quiet necessary for reading would seem to be negated by Wuerfel's own vision of a need for a place where "people can read, drink and converse." Most folks can do the latter two quite easily, but incorporating the former into that mixture would seem problematic.

Still, the Indianapolis-based "mother ship" now has at least eight franchises, so Wuerfel's plan must be working. And with beer names like Cream and Punishment, Flowers for Ale-gernon, and Journey to the Center of the Barrel--all beers made for Wuerfel by Flat12 Bierwerks--the business is thriving. Check these bookie-beers out.

While its (and my) continued success is based on both the desire and the ability of its customers to read (somewhat of a risky assumption these days), I must admit one thing:

Pairing books and beer is a "novel" idea.

The PubScout wishes him well.

Cheers!

The PubScout--since 1996

As usual, feel free to share!