Wine Drinkers are often ripe for beer dabbling. Pick the right beer, often Belgian, barrel-aged treats or sours and they are in. Beer flights or vertical bottle tastings can introduce the often unknown range of beer in a familiar setting. When done correctly, beer can pair with food even better than its grape-based cousin, but convincing hardened winos that beer is equal to the purple stuff is quite the battle.
Beer Snob Dougie, “How to Convert Friends to Craft”, Beer Paper LA vol 2, Issue 4 (August 2014), 18.