“Marketing” local beer

As one would expect from a county with a climate so well-suited to nourishing crops and orchards, plus a top-notch artisanal culture, San Diego’s farmers’ markets are a cut above; places that, in addition to offering quality local ingredients, gives visitors a feel for the edible landscape and passionate people within our county. They’re already destinations for foodies and locavores, but come 2015, there will be a new draw — craft beer.

Recently, California Governor Jerry Brown signed AB 2004, which allows licensed beer manufacturers to sell packaged ales and lagers at certified farmers’ markets. “Packaged” refers to beers in cans, bottles, or growlers (which may include canteens, Hydroflasks, or other less-conventional, but en vogue capped container options). In addition to creating an additional source of revenue, passage of AB 2004 will allow brewers and their personnel to interface with members of the community. It seems new and revolutionary until one considers that California wineries and vintners already enjoy these privileges.

Brewing companies may apply for the farmers’ market permit, which will go into effect as soon as January 1, 2015. The bill was authored by Assemblyman Wesley Chesbro from Arcata, California, and also allows licensed beer manufacturers to serve beer or wine produced by other manufacturers on their premises during private events. Currently, breweries are only allowed to provide customers their products, except for those equipped with restaurants and the licenses that accompany a food service operation.