SXSW 2015: You Can’t Sit with Us: Craft Beer Subculture

Caroline Wallace
Writer/Co-Founder, Bitch Beer
Bitch Beer

Christopher Sheppard
Craft Taste

Josh Hare
Hops & Grain Brewing

Matt McGinnis
Marketing Consulting Executive
What Are You Drinking?

Presentation Description

The spirit of craft beer was founded with the ideals of fraternity, community, and inclusion. The small craft beer movement has flourished into an industry that has infiltrated America, state by state, with a rising subculture brought together by online communities. Like many subcultures, it has developed elitist factions, and condescension and snobbery have pervaded web forums, social media, and the craft community at large. Through the veil of internet anonymity, an uprising of negativity has overtaken the culture, causing a shift in the attitudes and perception of craft beer. What was once a welcoming community is now often perceived as snobbish and closed to newcomers.

A panel of experts in the craft beer industry from writers to brewers discuss the evolving attitudes and the effects of elitism amongst craft beer lovers. Are the very people who enjoy craft beer the most destroying the culture?

Presentation Notes

8 volunteers shotgunned beers.

There were only 44 breweries in the US in 1980. 21 years ago there were 500ish. Today there are more than 3000. In Austin there are 18 licensed, and 4-5 opening in the next month.

Craft Brew sales grows 18%+ every year, whereas overall beer sales only increase 2%.

Who is drinking Craft Beer?

Originally it was people who wanted to try it, and check it off on social media, but it’s been growing.

What about women?

Women ages 21-34 are 15% of the craft beer drinkers. Craft Beer has gender neutral advertising, unlike big beer with women in bikinis and only showing women as servers in their ads.

Beer vs Food

In Texas, beer is regulated as food. Food can be overdone just like beer can, but if fussing over it involves just 3-4 pints vs 12 beers then that’s fine. Those 3-4 beers are fussed over and talked about way longer than the big brewers’.

Beer used to be the catalyst of conversation and now it is the topic of conversation.

By the end of this year, there’s going to be a new brewery opening once every 12 hours.

SXSW 2015: We’re All Related. The (Big) Data Proves It

AJ Jacobs

Joanna Mountain
Sr Dir of Research
23andMe Inc

Katarzyna Bryc
Population Geneticist
23andMe Inc

Presentation Description

The science behind leading personal genetics company, 23andMe, confirms our relatedness. Using big data from their database of 850,000 – the largest DNA ancestry service in the world – customers have the opportunity to discover dozens or even hundreds of people who share DNA and ancestors.

Inspired by his 23andMe experience, New York Times Bestselling author and journalist, AJ Jacobs, is trying to meet ALL his cousins in person by orchestrating the world’s biggest and most inclusive family reunion in history. The Global Family Reunion endeavors to prove that all humans are related to encourage greater acceptance and tolerance.

23andMe and AJ will discuss how everyone’s related and why it’s important to understand our human connections — they’ll dive into the data with a dash of humor.

Presentation Notes

Everyone is married to their cousin if you go back far enough.

There are scientists studying these trees to see how traits and diseases are passed down.

AJ has invited everyone to a family reunion:


As you go farther and farther out in the tree and compare DNA, it will match less. Each step can be approximated to know how closely related you are to someone else based on how similar your DNA is.

Chromosomes 1-22 have little segments from each parent, grandparent, etc. After about the 2nd or 3rd generation this DNA starts to get fuzzy since there is a random sample happening.

What can I learn from my DNA cousins?

They’ve found that when people connect with their cousins, they do great things.


Everyone has 2 parents, 4 grandparents, 8 great grandparents, 16, 32, 64…

If in every family, every pair has 2 children, then you’d have 4 first cousins, 16 2nd, 64 3rd, 256, 1024, … That’s just if everyone had 2 kids. As you go back in time, you have more and more cousins.

In the 23andMe database, everyone is about 1-3 hops (cousins) away from one another.

It’s very typical to have 2.7-3% neanderthal genetics.

30,000 years ago a woman had a genetic mutation (the “H” family), and they can see that in people.

On the Y chromosome, there’s an R and J mutation, which originated in Europe and you can see their success at reproducing today.

Over 10% of people in Ireland have red hair, but not everyone with red hair is from Ireland.

There have been studies that revealed 2-3% of people don’t have the father they thought they had.

SXSW 2015: Hold The Queso: Marketing to Latinas

Robyn Moreno
Founder at
RMK Media Group

Presentation Description

Latinas are the holy grail of marketers. With 86 percent saying they are the primary decision makers in their households, Latinas are pivotal to the Hispanic market’s $1.2 trillion in annual buying power.

But before you go into “fiesta” mode, throwing around sombreros, confetti, and some random Spanglish, consider this:

  • Latinas are way more diverse than you think
  • Latinas are way are more sophisticated than you think
  • 62% of Latinas wish for more lifestyle information written for “Latinas like me.”

As a Latina lifestyle expert, Emmy-nominated host, and co-author of Border-line Personalities: A New Generation of Latinas dish on Sex, Sass, and Cultural Shifting I’ll help define who YOUR Latina customer is and what she NEEDS, so you can begin talking TO her instead of talking AT her. I’ll share my expertise from launching my own website, offering lifestyle tips on the Today Show, and working in Latin media to help you create campaigns that are effective, not offensive.

Presentation Notes

She moved to NewYork to work for Latina magazine. She realized she was complying and going along with her own stereotypes.

Her book:

Finally a Cold Latina billboard

Summer’s Eve had a campaign they called “Hail to the V” which targeted groups of people using stereotypes. This is the wrong (Asian Woman) version, but it’s a similar talking vagina commercial. This campaign was very stereotypical and offensive:

Content over Cliche

Some magazine (I missed it) published an article that didn’t stereotype, but talked about makeup for hyperpigment skin. It did very well.

In the same magazine, they had an article about “Which Telenovela Star Are You?” (soap opera stars). That did not do very well.

Use real people, influencers (youtube), and not celebrities. (RE: AT&T’s #betweentwoworlds campaign)

Connect & Serve

Latinas have more smartphones than non-latinas.

They visit more websites daily than non-latinas.

Latinas are very brand loyal, and you should use social media to just be real with them.


Devious Maids: people find “Maids” to be the same as “Latinas”

Successful People:

Karla Gallardo

Amelia Moran Ceja and Dalia Ceja
Ceja Vineyards

Almost 100% of the people who pick grapes in vineyards are mexican-american. Only about 1% own the vineyards. Ceja Vineyards helps their workers go to school.

Sonia Sotomayor
First Hispanic Supreme Court Justice

Create new stereotypes, tell new stories, and you’ll definitely find your market.

It’s ok to make mistakes, and you won’t get everyone, but if you give it an honest try you’re going to get the ones who matter.

How do you have the discussion when people are being stereotyped in marketing?

If you want to target Latinas, the best thing you can do is hire one.

8 billion dollars paid in marketing last year to Latinas. Most of it was in Spanish.

50% speak english/spanish (“spanglish”), 70% can speak english. Don’t forcefully use “spanglish”, but feel free to use it in a playful non-forced manner.

Trust your gut, put the statistics away. Take a step back and look at it and evaluate if it makes sense.

When marketers don’t give it a lot of thought, you can tell.

A lot of stereotypes start in the white community, so how do we fix that? She feels the Latina community also does it to themselves. If people are looking at you, and they ask you how a Latina exercises, don’t jokingly say Zumba or Salsa dancing.

What term should we use? Latino, Latino and Hispanic, or Latina? Latina is lighter, modern, and more fun. Latino implies Spain. Hispanic isn’t terrible, but it’s the consensus term.

SXSW 2015: Testing JavaScript Applications

Daniel Johnson
Software Architect

Presentation Description

So you’ve finally taken the advice of your peers and started writing unit tests for your JavaScript. Now what happens when you write great tests, but then realize the application’s features still don’t work right? Or you increase the code coverage, but still don’t get the quality your users expect. How much time is spent by your QA team running the same regression tests over and over again? Does the idea of performing a manual smoke test before each code commit make you want to run for the hills? All of these issues can be addressed with a better JavaScript testing approach.

Unit and functional tests are very closely tied to agile and behavior driven development (BDD) and this workshop will walk you through how to integrate testing best practices for a more reliable development process. It will also cover the various technologies used today such as Jasmine, PhantomJS, Selenium, and Cucumber to name a few, and how to integrate these into modern JavaScript applications.

The workshop will begin with an introduction to testing and why it’s so important in modern JavaScript development. We will then move into specific technologies used for testing as well as approaches for writing tests in popular JavaScript frameworks.

This workshop will include some hands on coding to introduce topics as well as demos and code samples that can be used in your own projects.

By the end of this four hour long workshop you’ll have learned:

  • What is testing and why is it so important for JavaScript
  • How does testing fit into Agile and BDD workflows
  • What are the most useful technologies for setting up and executing tests
  • Some approaches for writing tests in popular JavaScript frameworks (i.e. Backbone, Angular, React, etc.)
  • Hands on practice writing your own tests

Presentation Notes

Unit Tests

  • Test a small single unit of code
  • Run in isolation
    • If other pieces are needed, they are mocked
    • Used for code coverage metrics
  • Write unit tests for Business logic (validation, math, algorithms)
    • eg: the Model
  • Be cautious of any unit tests that requires mocking the DOM. You’ll just end up rewriting the entire application to mock the HTML.

Integration Tests

  • Test that multiple units of a system work together
  • Can be anything from a couple functions, to something that requires a resource like a database, to a full system wide test.
  • Write integration tests for critical features and paths through your app (eg: login)
    • eg: the View
  • These most commonly fall into the functional and acceptance testing category
  • It’s too expensive and not feasible to test every single user flow

You hook these into a git repo, and then you set it up so when you push to a repo it will go through a build process, and then deploy it.

Trying to do TDD/BDD in JavaScript (where you write test cases before starting) is harder than it is in Rails, Java, or some other languages.

Features and Scenarios

  • Feature:
    • Shopper can add an item to the Grocery List.
    • As a grocery shopper
    • I want to add an item to my grocery list
    • So that I can remember to buy that item at the grocery store
  • Scenario
    • Item added to grocery list
    • Given I have an empty grocery list
    • When I add an item to the list
    • Then the grocery list contains a single item
  • Scenario
    • Item accessible from grocery list
    • Given I have an empty grocery list
    • When I add an item to the list
    • Then I can access that item from the grocery list

Tools and Libraries

How to Choose?

No framework? No worries, use whatever combination you want.


  • Mocha (Displays results in terminal)
    • mathHelpers
    • Car
      • mocha –reporter spec –timeout 5000
        • –reporter spec: the way the test results are displayed
        • –timeout 5000: without this, async code may not be done executing (think AJAX)
  • Jasmine (Very similar to Mocha, displays results in HTML/browser)
    • mathHelpers
    • Car
    • HTTP (spyOn, http.get)
      • .toHaveBeenCalled() will tell us if any function has been called
      • .not.toHaveBeenCalled() will tell us if any function has NOT been called
      • toHaveBeenCalledWith() checks the parameters too
    • Blanket.js: a plugin that highlights what blocks your test coverages do not cover.

SXSW 2015: Interconnected: The Future of the Experience Web

Dries Buytaert
Founder & Project Lead, Drupal/CTO & Co-Founder, Acquia

Presentation Description

We’re in the middle of a digital evolution. In 10 years, we won’t recognize the current form factor of the website. Here’s why.

The first wave of the web was open: anyone could build a website and get found through search engines or social media. The second wave was mobile, leading entire nations to leapfrog the initial desktop — and laptop-centric web. And we’ve just scratched the surface of the third wave: the experience web. It’s driven by internet-connected-everything, and it’s all around us. This third wave gives control to a few intermediaries — particularly companies that own the entire experience. How can a local Indian restaurant deliver the right experience to a passenger in Google’s self-driving car? The key is mastering context and delivering personalized content to meet consumers where they are.

Dries Buytaert, creator of Drupal & Acquia co-founder, will discuss how we’ll interact with companies and each other in this freewheeling third wave of the experience web.

Presentation Notes

Drupal powers 1 in 40 websites worldwide.

Started a company Acquia (600+ employees) that builds products and tooling for Drupal.

  • Super Bowl
  • Tesla

The future of the web

For 100s of years before the industrial revolution we had the “Age of Guilds” where people created beautiful products. People had to be really good at their job, and be really good sales people. Because of these relationships, they had a lot of custom products at high quality.

After the Industrial Revolution we added speed, efficiency, and low cost. But e lost one-on-one, customization, and high quality.

Over time, some of these things started to come back, but what we really never got was the one-on-one personalization.

We’re moving from a world where it’s a Pull, to where it’s a Push and the Web will start to come to us.

  • He wrote an article: The Big Reverse of The Web
  • Flip Board: You tell it what you want, and it pushes those to you.
  • Pinterest: Pushes more products to you as it gets usesd to what you’re viewing. The next logical step would be for them to add a “Buy” button on products.
  • Facebook: Really makes it easy to stay in touch with your friends and family.
  • Google Now: Events, Air B&B, Pandora all now pushes to you.
  • Music: Traditionally you had to tune into a challenge, but now that’s being disrupted through Pandora and similar companies.

What do they have in common?

  • Aggregated
  • Condensed
  • Personalizes
  • Actionable
  • Streaming

The Pull vs. Push Experience

If it’s your friend’s birthday and you get a notification, you have to do a lot of work and research to determine what he wants for his birthday, read reviews, and buy it.

Imagine if there was a push to you with a one-spot-shop of suggestions of things to buy them.

The real kicker is that no one person has all the data. Amazon knows your purchase history, but Facebook knows your social graph. By being able to merge Content, Commerce, and Community you have a lot of power. Identity is also a key part of this.

It’s one thing for Amazon to recommend products, or Facebook to recommend friends, but it starts to get creepy when Amazon starts recommending things based on your friends. You should be up-front about what you’re doing with people’s data.

Common push architecture

Content is published, and added to “cards”. Aggregators take the cards from many brands. The aggregators have a filter system that filters items on personal contexts for each individual. Out of that filter system comes cards in a curated stream that can be shown on a mobile device, computer, etc. Users can then take actions (buy something, reply to a comment, etc). Whatever the action you take, there will be an opportunity for the filter system to adjust and learn.

  • Creation
  • Aggregation
  • Delivery
  • Commerce

What does this enable?

This allows us to create one-on-one relationships again, putting identity back into the middle.

  • Bespoke
  • Trunk Club

The Push web disrupts everything.


The open web is closing since such big players control everything. If you use Google, and you search for a previous Amazon order in Google, it‘ll show you your order emails now. Google also has Ad-Words on many sites and they’re following and watching you.

Traditional media or services go on life support, such as news papers. Mediators who were between content and users are being replaced. Even classrooms can be replaced by a personal experience that is curated to your learning style or confusion. Healthcare will be more worry free as wearables get more advanced.

  • Open source will save the open web.
  • Although privacy is a concern, it will enable real-world security and people will be more safe.
  • The free press will be more free than ever.
  • Education will be more accessible than ever.
  • Push will put people over technology.