The Social network: Santa Fe Brewing Company adds to its popular line

Social-er Hour is Santa Fe Brewing Company’s latest version of its popular Social Hour.

Social Hour is a hazy, wit-inspired ale with pineapple and guava. Social-er Hour also offers the same nice tropical fruit notes but is a stronger version of its predecessor with more of a kick.

Social Hour has become one of the brewery’s most popular offerings. Various versions of Social Hour including Slightly Social and Social Experiment have also been embraced by Santa Fe Brewing Co. patrons. Slightly Social is a lighter, hazy wheat beer, with orange, while Social Experiment is a stronger wheat beer with cherry and lemon.

“What we really wanted to do is make sure that there was a Social Hour for everyone,” said Evan Wrons, marketing director at Santa Fe Brewing Co. “Wheat beers, they can be kind of considered a little bit of a niche product, but people love them and they’re continuing to drink them. So, we wanted to offer something for all New Mexicans whether they want something with tropical fruit or whether they want something a little more tart like Social Experiment or something a little more mellow with the orange like Slightly Social and now Social-er Hour.”

Social Hour has been Santa Fe Brewing Co.’s second bestselling beer for the past couple years. Its 7K IPA is the brewery's top seller with its grapefruit, citrus and tropical flavors. Its lighter, easy to drink, NMX Standard is also in high demand.

“NMX Standard has actually grown so much that it kind of surpassed (Social Hour),” Wrons said. “It’s pretty crazy 7K, NMX and Social Hour have been kind of offerings where we can really cover a lot of ground with those if you want an IPA, a lighter drinking beer, and then Social Hour is really floral with a really great flavor profile and it’s not something that is overwhelming with booziness.”

The brewery recently made 7K available in 19.2 ounce cans. Social-er Hour will be made available in the same single serve can size starting in March.

“Sometimes we try something at a bar and then decide I want to keep buying that, and sometimes people are at a store and they’re like you know what, I don’t know if I want to get a six-pack because maybe I won’t like it,” Wrons said. “So having a single serve option is really great for people to find their new drink, their new favorite beer. So we’re really excited about it coming out in March.”

The decision to offer a variety of versions of Social Hour was made to please a range of palates.

“It’s all about innovation really in the craft brewing space,” Wrons explained. “As the industry has grown and also reached obstacles, it’s all about meeting people where they’re at. I think what is great about Social Hour is it has a great audience. But not everyone wants something really sweet or with tropical fruit, and so we wanted to provide a drinking experience for a variety of different people and also promote that same sort of experience. Social Hour itself was to bring people together, don’t spend time on your phone, have a drink and share a conversation with someone. By having different options, different flavor profiles, we can bring people together whether they have different interests, and they can all enjoy Social Hour together.”

The brewery will host social events in February at its taproom at Green Jeans Food Hall to capitalize on Social Hour’s intent to bring people together. Green Jeans is located at 3600 Cutler Ave. NE.

“February is our month of love at Green Jeans and we’re hosting a lineup of events to promote social connection, powered by Social Hour,” Wrons said.

Family night will be held on Friday, Feb. 2; speed dating will take place on Monday, Feb. 5; LGBTQ+ Singles Night will be held on Friday, Feb. 9; singles night will happen on Monday, Feb. 12; couples night will be held on Friday, Feb. 16; Galentines Night will be held on Monday, Feb. 19; Love for your Pet Night will take place on Friday, Feb. 23, and Love for Beer will happen on Monday, Feb. 26. In addition to the events, patrons can enjoy $4 beers during pint night held on Mondays. Guests also can enjoy $1 off any Social Hour beer all day on Fridays. For more information, visit santafebrewing.com.