Tired of the noise
However, the newsletter also went quiet because, to be frank, I (James) felt a bit fatigued by the content that was going into it. New beers lists, news of upcoming events & the occasional blog post – in all honesty I was no longer inspired by what I was sending out. It felt a bit boring and that wasn’t what I wanted for the WBB newsletter.
When we first started sending out our newsletter (156 editions & over 3 years ago), the intention was always that it should be something you would want to read whether you live in Balham or Tokyo. It should be interesting, educational & entertaining (without meaning to attach too much gravitas to a humble email newsletter). You could be a regular customer in store or just someone interested in beer but have never visited the store, and it would contain something for you. This played into our wider purpose to celebrate beer in all it’s forms, shouting it’s merit far and wide to anyone who would listen/read.
For the first 100 or so ‘volumes’, I would say we kept to our original intention, producing original content about all aspects of beer on a weekly basis, aiming to inform and entertain readers. It was hard work but I think we produced some great articles that helped inform readers about the wonderful world of beer. I would also admit however, that over the past year, the newsletter has become less true to our original aim, becoming more focused purely on what is in and on at the stores (beer & events wise). Whilst there’s nothing wrong with that (it’s what the majority of beer shop newsletters do), I have felt like a change was needed to reinvigorate the newsletter, moving back towards our original intention of providing useful, interesting content, a mix of original and curated from other sources.
A new direction
We know that time is precious and your inboxes are probably pretty full up already so we’ll do our best to curate a newsletter we think you’ll want to open up every week, one we hope will feel like a good use of your time.
If you come across any interesting articles, videos, podcasts or anything else you think we could include, we’d love to hear from you – please send an email to me at firstname.lastname@example.orgOh, and of course, if you’re not already a subscriber, why not give it a go? You can subscribe below. We hope you enjoy what we send.