The Unexpected Journey of Creating a Fake Craft Brewery

In an intriguing twist of fate, I embarked on an experiment that has taken on a life of its own: the creation of a fictional craft brewery. What began as a lighthearted jab at a particularly discerning beer enthusiast in my circle has blossomed into a full-fledged social media phenomenon.

The inception of “Porterbello”—a playful nod to a mushroom-infused porter—came about as I poked fun at one of my friends’ pretentious beer preferences. Little did I know that this whimsical concept would resonate with many. By the end of June, my Instagram account, aptly named “Participation Trophy Brewing Company,” had surged to over 500 followers. I found myself inundated with messages from eager fans excitedly asking where they could find our imaginary taproom, which, mind you, exists only on a digital map.

The situation escalated further when someone created an Untappd account for my non-existent brewery. I eventually had to claim this account as the “Brewery Owner.” You read that right—people were enthusiastically logging beers made with absurd ingredients like paint chips, in a universe of my own creation.

In July, overwhelmed by the sheer volume of attention, I took a step back and streamlined the account, pruning both follows and followers for my mental well-being. The response has been nothing short of wild!

For those interested, the new Instagram handle is @ptbrewco.

However, not all has been smooth sailing; my fictional brewery was recently removed from Untappd, which was quite the setback.

Interestingly, I’ve received a flood of requests for beer ideas, and I encourage everyone to share their creative concepts with me on social media. I’d love to showcase the best suggestions, so don’t hold back—make sure to include a tantalizing description!

This experience has certainly illustrated the unique and engaging community that exists online. I am astounded by the overwhelming response to what I initially considered a harmless joke. Your support, shares, and follows have been deeply appreciated.

And yes, for the many inquiries: merchandise is on the way! I’m working on it, so please hold your horses.

Stay tuned for more delightful updates from the whimsical world of Participation Trophy Brewing Company! Cheers!