Rebecca writesMusic and Malt: Dovetail Brewery

Welcome to Music and Malt, a series that examines the intersections where music and beer meet in Chicago.

by Rebecca Suzan

I've discovered a lot about Chicago since relocating here from New York City 9 months ago, but locals' reaction to the nickname "Second City" has been the most telling. The epithet places their city squarely within the long shadow cast by the Big Apple, but Chicagoans don't bristle at the comparison - they lean into it. I spoke with native Illinoisan JP Pfäfflin, social media manager for Dovetail Brewery and former publicist for Bloodshot Records, and learned that the craft beer and music scenes in Chicago epitomize the "bigger isn't always better" ethos.

RS: Is there a natural connection between music and beer?

JPP: The connection between music and beer is a David and Goliath story. Walking into Best Buy and seeing an endcap of Justin Timberlake CDs is the same as walking into a convenience store and seeing an endcap of Busch Lite. You've got the major music labels [Universal Music Group, Sony Music Entertainment, Warner Music Group] and the major brewing companies [AB InBev, Molson Coors, Heineken International] and they've got the money to get those placements for their products. There are 5,000 independent brewers in the US - higher than before Prohibition - so there's even more limited cooler and tap space for those brands. It was the same with the artists at Bloodshot [Records]. The label is well-respected and well-recognized, but it was difficult going up against the major labels and getting radio play.

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