New Software that Builds and Publishes Craft Beer Release Calendars

Michigan—What’s Up Beer Today recently launched a new web software solution that builds and publishes Craft Beer release calendars. When asked what is new about this system, WUBT co-principal Mark Mattson answered, “Brewers have been publishing release calendars for years. This is the first product that combines brand and marketing with easy-to-use technology.”

The reason Mattson is so excited about his product is that the What’s Up Beer Today release app turns a costly process of building an info graphic into an approachable and cost-free solution that brewers of any size can use immediately.

As Mattson’s partner Kevin Spagnuolo points out, “Release calendars, to date, have been graphic productions. They are drawn once and then placed on web pages as static images. Because they are static images, they are not editable and can not keep pace with changes in what the brewer offers or the real availability of beers that often start or stop on schedules that are unpredictable and imprecise.”

The What’s Up Beer Today’s release calendar software is dynamic. Brewers are given access to a back end dashboard that builds and edits the categories, contents, and dates of upcoming or kicked releases. New brews can be added instantly and dates can be easily edited in real time giving brewers flexibility that is not available in a dead graphic.

Best of all, calendars are branded so that the brewery logos, colors, typefaces are captured.

Take a look at these examples to see how each product is unique. Each calendar took about five minutes to build and publish.

Oskar Blues | Founders | Funky Buddha | Dark Horse Brewing

The What’s Up Beer Today release software also does something totally unique. Not only are calendars published to several What’s Up Beer Today web sites, they can also be posted to the brewer’s own web site by means of a clever bit of embedded script.

“What’s Up Beer Today built this tool as a way of sharing release dates with beer lovers everywhere. Our plan is to publish beer events and release dates using calendars and profiles as supplements,” Mattson explains.

We also plan on keeping this great little tool free for the foreseeable future. If you are a brewer that wants to build a calendar of your releases contact Mark Mattson at

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