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He dropped off a gift of free beer for the station, and talks began about a collaborative brew. He connected with TPT after the station left a comment on a BlackStack Facebook post. Paul, Minn., is a lifelong PBS fan who enjoys Ken Burns documentaries and local programs on TPT. Murphy Johnson, co-founder of BlackStack Brewing in St. Each beer is a homegrown effort, born of warm relationships between brewers and station staffers. Two use locally sourced ingredients, and another was developed with input from social media polls. The beers resulting from the recent station collaborations are as unique as the communities they come from. Research bears out beer’s appeal to the public media audience: According to 2020 data from NPR, about half of its listeners had consumed beer in the past six months, a 20% higher rate than the total U.S. Some stations have also offered their own coffee blends. You can appreciate the bouquet of an NPR Planet Money Cabernet or join the network’s coffee club.
Meanwhile, brewers get a way to give back to a local institution and express their thanks for public media.īeer isn’t the only consumable product that public media organizations have slapped their names on. Louis, the Twin Cities and Vermont that stemmed from collaborations between stations and local brewers.įor stations, the partnerships get their brands on cans, create opportunities for events and add an element of fun to their image and the workplace. Recent months have seen the release of beers in St. That’s the approach some public broadcasters are taking to connect with younger people in their communities who may not be tuning in but are game to try a new co-branded brew. The path to a new audience might be through a six-pack.
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