What’s Up?

Stay up to date on our projects, people and blog posts with the Creative Brief, a monthly compilation of all things ABC.

  • This field is for validation purposes and should be left unchanged.

Series About Craft Beer Will Highlight Central New York’s Brewing Industry

(10/23/17 – Dayton, Ohio) — The new series converting the world to craft beer, one drinker at a time, will be filming for upcoming episodes in the Central New York region Monday, October 23, through Thursday, October 24. Turning Craft has aired two full-length episodes on YouTube and Facebook, which feature five American craft breweries and other craft beer-focused restaurants and retail establishments.

Based in Southern Ohio, Turning Craft is a collaborative production between the online beer media source Brew Studs and Full Frame Studios. To make their journey to New York possible, Turning Craft has partnered with CNY regional tourism group Brew Central, whose focus is to promote the craft beverage industry and economy of Central New York.

“We are so pleased that Turning Craft selected Central New York and our Brew Central colleagues for this segment. Our craft beer assets are among the best there is and we look forward to more visits from Turning Craft in the future. We love sharing the message about the quantity and quality of partners that we have here in Central New York,” said Judi Hess, President of Central New York Vacation Region.

The mission of Turning Craft is to share with viewers the less superficial parts of the craft brewing industry and the culture around craft beer. In each episode, host Jeremy Fultz guides a self-professed non-lover of craft beer through a series of beer related experiences in an attempt to convert the guest. The show enlists expert brewers and beer servers to lead tastings and beer and food pairings to be able to win over each potential convert. In the process of turning drinkers to craft in the series, the show is able to expose viewers to many of the best parts of each destination’s beer scene.

“Aside from showing off some of the best breweries a city has to offer, we really hope to take the viewer on a journey of discovery,” says Fultz. “We feel that a lot of folks not well exposed to craft tend to think that it’s all about IPAs and maximum hops, and we want to show the world’s drinkers that there’s essentially a craft beer to meet everyone’s tastes.”

The crew of Turning Craft, with the help of Brew Central, have found guests for their CNY production who live in the region. Their goal will be to uncover these New Yorkers’ interests and preferences and use them in a strategy to create a just-right beer adventure that will give each guest a conversion experience.

Breweries who will be participating in the production of Turning Craft Central New York include: Brewery Ommegang, Empire Brewing Company, Good Nature Farm Brewery, Local 315 Brewing, F.X. Matt Brewing (Saranac) and Woodland Farm Brewery. Segments will feature brewery production methods, beer tastings, food pairings and interviews with brewing professionals.

“We couldn’t be more excited about the opportunity to visit with the breweries of Central New York,” Fultz added. “We learn something new in each episode, and educating our viewers about craft brewing and its impact on economies and communities is an import part of what we’re aiming to accomplish with the show. We really hope that we can do justice to the beer in the region."