The rise of the shelfie has infiltrated beer culture. As part of the celebration of craft beer, the Brewers Association enlisted the help of breweries from all 50 states to create a montage of beer shelfies.

Although shelfies have been on the receiving end of criticism, due to the narcissism that can come along with the practice of taking hundreds of pictures of yourself, the beer shelfie seems like a good idea. It goes beyond the basic beer porn type of photos seen across social media and flips the camera (or smartphone) around to show the mysterious imbiber of the brew in their natural habitat. The Brewnited We Stand campaign, by using the shelfie platform, is able to showcase how diverse, fun and weird the beer community can be. All by having people take pictures of themselves with their beers of choice. On top of that, it’s a great campaign that is able to visually represent the breweries’ cultures in a very personal way – through the people behind the brew. What better way to learn about the many breweries and their delicious product, both near and far, than by viewing up close photos of the brewery folk having fun working and drinking?

To take part in the beer shelfie fun, grab a brew, take a self portrait, post it on your preferred (or multiple) social media and tag it #ACBW to show how you’re toasting to American Craft Beer Week (May 12 to May 18).