Good job, good effort Movoto. The real estate site published a list of the 18-best breweries in North Carolina and somehow managed to not include a single brewery outside of Wake County.

Mistakes happen. Maybe it was even a case of accidental genius, because the article got people talking and social media cooking earlier this week. It shouldn’t have, because it appears Visit Raleigh — the sponsor — and Movoto — the site — conspired for some irresponsible clickbaiting.

We love Raleigh (we live here!) and we love beer (self-explanatory, yes?) but it’s horribly disingenuous to prop up an article about the city and the wonderful breweries in the area when it doesn’t actually involve, you know, actual knowledge of the breweries. Or the area.

Change the title already. Or at the very least, basic geography — Wake County doesn’t constitute the entirety of North Carolina — shouldn’t be ignored.

Also ignored in this article? How numerology works. The author has a group of breweries on a page and offers this (emphasis mine) before a list numbered 1-18: “Here are the best in the area, in no particular order.”

You can either have 1) a numbered order or 2) no particular order. Can’t have both. Again, mistakes happen.

More concerning is a detailed breakdown of breweries without actual knowledge of the breweries on the list. Several of the breweries sound essentially like they were written with a cursory glance at “About Us” pages.

To wit: Bombshell is a female-run brewery in Holly Springs. Haven’t been there (we want to!) so we wouldn’t write about it. This didn’t stop Movoto:

Its whole brand is about beer isn’t just for men—in fact, Bombshell stresses the point that beer was in fact invented by women 3,900 years ago. Men didn’t get involved in the brewing process until the Middle Ages.

Sound familiar? It should:

History tells us that brewing beer was traditionally a woman’s job. In fact, the creation of beer is credited to women! The goddess, Ninkasi is recognized for creating the oldest beer recipe in existence, dating back some 3900 years.

Solid research. If only all of these breweries, like Raleigh Brewing Company, contained “About Us” pages from which facts could be lifted … If only …

A Raleigh-themed, painted mural covers most of the walls. The interior is clean and modern with high tops and stools. They have an outdoor patio with picnic tables as well.

Again, familiar:

We host lots of events inside our taproom, as well as on our outdoor patio with several picnic tables. … Our 3,000 square foot tasting room features murals by local artists depicting the beautiful city of Raleigh.

The whole thing is written, quite frankly, like someone who has visited a ton of Raleigh brewery websites, but not any actual breweries.

Trophy’s Daredevils Pizza is spicy, but has raving fans online.


At least Movoto had the good cultural sense to stop by Fortnight Brewing in Cary and figure out they like their “high-quality beer” to be “approachable” and “easy to drink.”

If you’re looking for an approachable beer that’s easy to drink, but also high quality, Fortnight might be your place

Or not.

Screen Shot 2015-04-23 at 9.06.54 PM


It’s more of the same on most of these breweries:

Screen Shot 2015-04-23 at 9.15.50 PM

Screen Shot 2015-04-23 at 9.16.02 PM

And in some cases, the language isn’t even borrowed from the “About Us” section. HELLO YELP!

Screen Shot 2015-04-23 at 9.19.35 PM

Screen Shot 2015-04-23 at 9.18.52 PM

Credit to Movoto here: borrowing copy from Yelp is like pulling pennies out a blind, homeless guy’s change jar. Everyone just assumes it’s off limits so no one’s bothering to watch your hands.

It’s not worth pursuing every questionably detailed phrase from an article where every single photo comes via Visit Raleigh or the brewery’s Facebook page, right? I shouldn’t be spending my evening cross-checking innocuous phrases like “tucked away in a strip mall” against Yelp reviews, right? RIGHT?

Screen Shot 2015-04-23 at 9.34.18 PM

Screen Shot 2015-04-23 at 9.32.24 PM



The biggest problem with all of this is Raleigh’s brewing scene is an intimate collection of people who are largely cool with one another. Promoting it and encouraging people to visit Raleigh during #NCBeerMonth is a great thing to do. If you wanted to visit 18 breweries in order to provide a list like this, every single one would open its arms to you.

Instead what got created is an inaccurate list that feels like it was written by someone who lives in a totally different state.

Screen Shot 2015-04-23 at 9.42.01 PM

Yay for Raleigh brewing promotion. Boo for not making it as organic as the scene itself.

Hey Raleigh Tourism Board: next time you want to spend money to pump up Raleigh’s beer scene, just drop us a line instead.

Follow Carolina Brew Review on Twitter @ncbeerreview.