Rhythm and Brews: Live Music & Breweries Are A Perfect Match

Excerpt from The Beer Necessities

Once a month, theologian and music scholar Kristen Leigh performs spiritual anthems ranging from "Amazing Grace" to "Imagine" for an enthusiastic congregation in Asheboro, North Carolina. But despite the pious-sounding name of the hosting establishment, Four Saints Brewing Company is no church.

Four Saints is, however, like a house of worship, a gathering place for the citizens of Asheboro -- many of who come for the music and stay for the beer. Each Saturday night, the brewery hosts everything from bluegrass, to folk, to rock performances on its stage; additional monthly shows include the aforementioned referenced "Beer And Hymns" and an open mic night; every other Wednesday, guests are treated to Irish traditionals.

"On any given night, we've got people who are newly 21…to 85-year-olds drinking with their grandkids," points out Joel McClosky, co-owner and CEO of Four Saints. "We have such a diversity of customer base and we carry such diverse styles of beer -- it makes sense to have a diverse range of music."

Music brings in outsiders beyond the typical brewery customer, which is as good for the business as it is for the community. "There are a lack of music venues in our town, and of the two or three here, there are covers involved,” McClosky explains. “That's one thing we don't do." By not charging a cover, Four Saints encourages more walk-ins, and the band always knows exactly how much it's going to make. "That gives us a better chance to create a real relationship [with the artists]," McClosky says.

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