Just a note on the general site -- I like the consistency of color scheme as well, and the font is nice and easy to read. The text is longer than some, but still a quick and pleasant read. The photos are nice too and serve to break up the text visually. Overall a well crafted website!

A point of distinction compared to the breweries that have been bought out and are not quite so independent, maybe?

It's interesting to me to say "We're 38th!" which to a general public isn't as compelling as, say, "Top 10" or something, but maybe to craft aficionados this is a big deal, which would speak to the deep level of knowledge craft fans would have of the industry, like, "Well, they're 38th of thousands, so that is impressive!"

This detail makes the story more compelling, as this is about the point in a traditionally paced story when the heroes should face some big challenges

I think choosing a Goddess is especially interesting considering the macho masculinity usually on display in most beer advertising, though not necessarily the same fixation in craft

A very dramatic and compelling title!

I like knowing it was a pint of Jamie's beer specifically

A fun detail that gives you a sense of the vibe of the place, a co-op named The Lorax makes me think it was probably pretty earthy crunchy hippie in a fun way

Nice verb! There are a lot of pine trees in Oregon, aren't there? I also like his story, trying finance in the city and then going back to the woods

At the center of this story is friendship, partnership. It's a nice way to avoid the potentially off-putting sense of an individual self-mythologizing (imagine just Jamie talking about how great he is). That can be done well too, but it's just easier to be on their side when what we're cheering on is teamwork, collaboration, community, etc.

I agree with J Turows about "It began with a pint..." lead in - the emphasis on story was a key piece of advice from Jeff, Katherine, and Lucy. The "Once upon a time" device makes it very clear what we're getting here is story, that there's a story to be told, and only very interesting things deserve a tale / myth to be told.

However, I find the switch to present tense a bit clumsy. I think either keep it all present, "We open on two friends sharing a pint..." or switch to past "It began with a pint... The year was 2005, and neither Jamie Floyd..." etc. Just something to have the story flow naturally from the first compelling line

A playful verb which brings to mind bumper-cars at a county fair in one sense of the term, and maybe something vaguely scientific on the other (like the Hadron Collider maybe haha)

I love the original art here, as well as the emphasis on the people behind all the colorful, fun stuff we're getting on the site, and at the brewpub.

While the immediate association with regional culture might be "niche", pointing out that it's actually "an entire hemisphere's worth of culture" reminds us that this is a large and rich cultural tradition, and thus more open-armed and welcoming. It makes me feel like I'm more likely to enjoy it, while also giving it more ethos / authority.

This is a really small thing to key in on, but I like that the word comida, which means food, also evokes the English word comedy, the root for which means "amusing spectacle". Keeping word associations consistent on that level -- by using terms like "pleasant" -- even if it's not something you should waste too much time thinking about in practice, lends text an inner harmony which I believe we respond to on some level, even if mostly subconscious.

I like the color change to a lime green here, which fits the food and visually shocks me into wanting to see what's next

I'd never heard the term "cultural environment" but I get the meaning, I think, and it keeps the message consistent: that culture is being celebrated and served here, just as much as food and drink.

This is an interesting cultural and social justice linked term which signals to the reader that this is an inclusive brewery, proud of its heritage, while also adding a nice term for SEO. For example, I could imagine a journalist searching something like "Latinx owned businesses and restaurants" and this popping up quicker because of that.

It's nice to see someone reading and engaging with the post. Seems like Paul is really motivated even by the relatively sparse engagement he got from previous posts, which overall isn't a bad thing. To not need massive numbers to be motivated to speak directly to your customers is a virtue, however I think this shouldn't mean they're not getting the best possible content. You can be personal, communicate persona and voice, and be rhetorically effective at the same time. That's what I've learned from this course so far!

Just to summarize, this post is ultimately:

"We Will Be Ok"

and, "my friend and partner Erik Lu is teaching me about the virus and reminding me we're all in this together".

I think those are the core ideas around which a more economic and effective rhetorical message could've been written.

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I can't help but wonder if this would be a way better post just basing the entire thing on this sentiment. But again, the point may have been to be clear this was not a prepared and vetted statement, because that's not this brand's vibe. From the standpoint of effective writing, rhetoric, and copy though, this is not a strong post.

The virus is actually hitting communities of color and impoverished communities much harder than wealthier and white communities, at least here in New York. The point in general is true, but the fact is these communities were always vulnerable and something like this is just a nightmare for people. But in general, this is not a post of anyone claiming to be a deep-diving expert on coronavirus and its effects, so the general sentiment of "don't be racist to people" is consistent with the overall flippant tone of the post.

It's very funny to me that this comes way, way down in the post. The reason for the post!

This is funny to me because he himself is not trying to be a leader saying leader-like things with this post

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This isn't a press release, a blog is a more personal space, but I think most brands would approach their blog as another means of PR, and this guy is clearly not doing that haha. He's truly just indulging in his impulse, which is partially refreshing to see, but also kind of shocking to see. It almost strikes me as a lack of awareness as to how every single thing you post online is ultimately some form of copy. But maybe this just suits this brand, and this guy's vision for the brand -- Not putting on airs, shooting from the hip, etc. Real, authentic, raw, casual.

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Use of humor and irony here is nice, but also cursing at the end shows this is not meant for families, or some very wide and far-reaching audience. As far as he's concerned, if you're reading this, you're probably like him. Similar sense of taste and humor, similar irreverence.

This makes me think of a kind of hippie-ish character

Keeping the persona of the post consistent, almost monk-ish type modesty

A very familiar and casual greeting, the tone of which stays consistent throughout the post. This doesn't sound like an announcement to shareholders or acquaintances, this sounds like a text you might receive from a good friend.

Something about not capitalizing the first letter of his own name strikes me as aiming for something very casual, like, "Nothing I'm going to post on here is too serious or formal."

A play on "Love in the time of Cholera" by Gabriel García Márquez. First published in Spanish in 1985, the story is about a love affair between the two central characters, Florentino Ariza and Fermina Daza