It is a sad state of affairs when you can't read this far into an argument without asking yourself if the author can't see the screaming incongruity:
The other reason why we don't give away beer is because we have a firm conviction that if you want to write about our beer, then we don't want you biased by the fact you got it for free. Free beer always tastes better. But, if I tried to pretend that I didn't think that some of you occasionally deserved a free beer off me I'd be lying. So, perhaps it's time to give some away, but you'll have to prove you deserve it.
So what this small and by all reports very good brewery decided was to ask bloggers to give them free ad content because, you know, they needed proof the bloggers deserved free beer. Fortunately, the bleggy project collapsed into a giveaway to the needy and the select if utterly disinterested, indicating either a rich sense of irony or perhaps more likely a realization of the folly of the call. It's funny stuff, free stuff. People get all nutty about free bloggy ads. New Belgium Brewing was bleating a wee bit the other day about bloggers reporting on information in the public realm. Imagine, they are flattered but want people to abide by their commercial needs and shut it until they say so. Odd.
It does all remind me of that most favorite tweet of all in which the brewer suggested literate beer fans should know their place as unpaid brand ambassadors. Swell gig. Joe did not take it so well. Why do this? Why make Joe unhappy? Isn't it enough when we tell you that your beers are good and when they are not? Must we adopt the condition of the liquid lobotomy even before the first beer is poured? Is that what you really want from us?