Bridgeport Brewery Finds Unique Use for Foursquare

I have mixed feelings about Foursquare.  While I appreciate the fact that the location-based social application lets users tell their friends where they are,  I personally don't need to know about every move my friends make.  Even worse, most of the people I see using Foursquare are people I barely know but follow on Twitter.  Unfortunately, these are the same people who want to broadcast every stop they make from morning through the night.  It's annoying.

At the same time, I do see the benefit for businesses in using Foursquare.  Companies can monitor the people who visit their establishments and  find out who visits most frequently (aka the Mayor).  Many businesses have found practical ways to use Foursquare as means to engage customers and reward loyalty.  In what I've seen, most businesses using Foursquare are stationary.  That is, they are an establishment that remains at a specific address.  Today however, I noticed that Bridgeport Brewery launched a new effort that incorporates Foursquare differently.  Enter, Hop Czar.

Earlier this afternoon, a Tweet from Bridgeport, promising that Hop Czar 'will be unleashed tonight!', caught my attention.  I'm familiar with Hop Czar, the beer.  It was first introduced in 2008.  Why then was Bridgeport talking about unleashing Hop Czar tonight?