Because they know their audience really well. Ok, almost every audience likes a good drink, but the Method bloggers know that their audience is interested in the same things they are. And, they also know that they can demonstrate their values by showing their appreciation for sustainable cocktails, and that their audience would probably be interested. More importantly, the Method people know they are really selling the supplies for a lifestyle, they’re selling the lifestyle itself, and every lifestyle goes better with a cocktail.
This is a great example of how to use your corporate blog (Plus, its got a great name! "People Against Dirty")