Just an Idea - Quizzes for Beer Geeks with 10 questions each, covering a variety of topics.  Bear in mind, these are not as easy to "write" as it seems.  As Founder of Philly Beer Geek, I find that people who are heavily "into" beer really like the intellectual aspect of it.  We can have a Connoisseur's Club for those who collect enough points on different levels.

For the lighter side (the novices), a game of hangman would be fun - where they try to guess different beer words before the man is hung.  (Did I say that?)

Also, postcards - We can submit photos, and those in the subscriber community can pick a photo to put on a card (like a greeting card) for a special occasion.  We can add a little marketing promo on each to stir up subscriptions.