# Educational Beer Shops This Taproom and Bottle Shop Offers Educational Classes and Events By Katherine Pendrill | Published 2015-11-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/bottle-shop References: [discoversd](http://www.discoversd.com/news/2015/nov/04/poseiden-beer-san-diego/) & [poseidonsd](http://www.poseidonsd.com/) Nate Ladendorf and Justin Lopez recently opened a taproom and bottle shop that offers educational classes on-site. The growing popularity of craft beer has prompted many consumers to learn more about the beer industry. As a result, Ladendorf and Lopez decided to combine craft brewing with beer education. The 'Poseidon Project' is a taproom and bottle shop located in San Diego, California. The idea to combine [craft beer with educational classes](https://www.trendhunter.com/trends/2025-educational-programming) was promoted by Lopez's work as a Cicerone-certified beer server and educator. As a beverage director at a popular Mission Beach bar, Lopez implemented his own educational beer classes. The Poseidon Project offers the same beer education program as a way of helping consumers learn more about craft brewing. Additionally, the taproom also offers events such as brew master visits, book signings and [food pairing classes](https://www.trendhunter.com/trends/black-hammer-brewing). The goal is to create a comfortable space where consumers can ask questions and learn more about the craft beers available for purchase. Unlike a traditional beer store, the Poseidon Project allows guests to sample, share and learn more about one of the world's oldest and more beloved beverages. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 80% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Craft Beer Education:** Combining craft beer with educational classes offers consumers a unique opportunity to learn more about the beer industry and enhance their craft brewing knowledge. - **Experiential Retail:** Creating a comfortable space where consumers can sample and learn about craft beer fosters a unique retail experience that engages and educates customers. - **Event-based Marketing:** Hosting events such as brew master visits, book signings, and food pairing classes attracts customers and creates opportunities for immersive brand experiences. ### Who This Affects Most - **Craft Beer:** The Poseidon Project taps into the growing popularity of craft beer, offering a unique educational experience for beer enthusiasts to explore new and classic brews. - **Retail:** By combining retail and experiential elements, the Poseidon Project disrupts the traditional beer store model and offers a more engaging and interactive shopping experience. - **Hospitality and Entertainment:** By hosting events and educational classes, the Poseidon Project creates a space for consumers to socialize, learn, and enjoy craft beer in a welcoming and educational environment. ## Related on Trend Hunter - [Self-Service Beer Taprooms](https://www.trendhunter.com/trends/beer-taproom.md) - [Bar-Centric Lecture Events](https://www.trendhunter.com/trends/sip-and-learn.md) - [Upscale Taproom Experiences](https://www.trendhunter.com/trends/upscale-taproom-experience.md) - [Playful Monster-Inspired Beer Labels](https://www.trendhunter.com/trends/wind-and-waves.md) - [Collaborative Collegiate Beers](https://www.trendhunter.com/trends/delicious-pale-ale.md) - [Cross-Continental Beer Brewing Documentaries](https://www.trendhunter.com/trends/beer-is-art-campaign.md) - [Experience Cocktail Workshops](https://www.trendhunter.com/trends/spirithouse-toronto.md) - [Limited-Edition Book-Inspired Beers](https://www.trendhunter.com/trends/book-ipa.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md)