Last weekend, Aegir Brewing Company in Elk River, MN won the internet with a series of awkward family Christmas photos.
“Epic family Christmas photo – Aegir style,” read the caption of Saturday morning’s photo shared to social media. The photo featured brothers and co-owners Tim and Jeremy Jones posing ridiculously in their taproom and dressed in hilarious holiday attire. “There might be more photos to share… be prepared for more cuteness!”
Within hours, the post had hundreds of likes and dozens of comments from fans wanting to see more. Later that night, the brewery obliged, sharing several more awkward photos from the brothers’ shoot and issuing a challenge to other local Minnesota breweries.
“Awkward Skåliday Photo Challenge!” the post’s caption read. “Tim and Jeremy had so much fun with their awkward family Christmas photoshoot, they think it’s time for other breweries to join in!” The post went on to challenge nearby breweries Alloy Brewing Co in Coon Rapids, Nordic Brewing Company in Monticello and Hayes’ Public House in Buffalo to create their own awkward Skaliday photos.
In the days to follow, all three breweries did share their own version of the Awkward Skaliday Photo Challenge.
“We heard you all like awkward Christmas photos!” said Nordic Brewing Co. in their post’s caption. “Actually, what we REALLY heard is that our friends at @aegirbrewco knocked it out of the park with their own awkward Skaliday photos, then challenged us to do the same. So we really have them to blame for this.”
“Santa put the Dragon Bros on the nice list,” read Hayes’ Public House’s caption. “Do you even know, SANTA?!”
As word of the photo challenge spread, others got in on the fun. Check them out below:
“Thank you to @aegirbrewco for bringing the brewing industry together by starting the Awkward Skåliday Photo Challenge! @banksbrews challenged team Lupulin to take an awkward family photo and we thought, heck, awkward is our middle name!”
“We have been challenged not once BUT twice now to an awkward Skåliday photo!🎄 For those who know us awkwardness just so happens to be our specialty.🤪 You ask and you shall recieve @hayespublichouse & @thenordicbrewingco!”
“We have been challenged by @coppertrailbrewingco for an awkward Skåliday photo! 🌲 We also did an awkward Christmas video on our facebook if you haven’t seen it.”
“We were challenged by @coppertrailbrewingco to post an awkward Skåliday photo!! Cheers to awkwardness 🍻 All I want for Christmas is for you to caption this photo.”
“Our awesome friends at @aegirbrewco challenged us to show off our awkward holiday photos. Well here they are! Helping to spread some holiday cheer and laughs.”
“So, we got tagged by Nordic Brewing to jump in on Aegir Brewing’s Awkward Skåliday Photo Challenge. We love the idea to bring a bit of cheer into everyone’s lives at this time. We all could use a bit of nonsense right now, am I right?”
“Our response to the Christmas Photo Challenge from The Nordic Brewing Co. From left to right: Lauren, Wreck Room Manager, Suli, Taproom Manager, Chuck, Brewmaster Extraordinaire. Never a dull moment around here and loving (laughing) all day! We challenge Starry Eyed Brewing Co. Cuyuna Brewing Company.”
“We dug deep into the holiday sweater collection and we can’t pass up any opportunity for @kiltbeerphysio to don his @bauhausbrewlabs short pants! We’re keeping it merry & bright over here (those legs are bright anyway!).”
“That awkward moment when you all show up in the same shirt…who wore it better?”
“Thank you to @littlethistlebeer for asking us to get weird with a our holiday photo! We like getting weird.”