I don't understand why companies don't promote an ice cream culture. Have custom flavors available throughout the day, a stocked freezer, etc. Sit back and have a sundae while discussing code problems. Try new toppings/sauces now and then, etc.
I don't drink beer. When I was younger, it was mostly a financial issue. As I'm older, I just don't like the taste. "Oh! But try this one - it's got a bold whatever with a hint of foo aftertaste". I don't care. It's beer. If it tasted so radically different from beer, it would be called something else. It's still beer.
Tech conferences often revolve around a subcontext of beer. "Let's go grab a beer!" Beers provided at open bars. Etc. I get it - it's a social lubricant. But... it's so ingrained in many cultures and subcultures (much like sports) that not participating is an odd signal. With more pushy types, ordering a non-beer gets a weird look and I have to explain myself multiple times. I shouldn't have to.
Ordering food, there's generally no such pushback - even vegans at the table generally don't say anything when I order a chicken sandwich. But order a water or coke when the rest of the table's ordering specialty beers, and 7 times out of 10 there's someone who questions you.
Again... I don't get the beer culture, and would love to see it replaced with nothing, or something else like ice cream.
EDIT: Sometimes people ask me if my non-beer attitude is a religious thing. It's not. I occasionally drink alcohol (wine/spirits) because I like the taste.
EDIT 2: What I was trying to get at above was that promoting a beer culture will necessarily be somewhat exclusionary, and some people may be on the defensive or feel like 'outsiders' at the outset. If you know you're doing that - you only want to hire people with a shared love of beer - that's great. But... that's probably not the point of your business. For pintlabs.com, for example, that is the point of their business (local startup focusing on beer - gentle plug for them)