Category Archives: Beer Tourism

Beer Tourism, Festivals, International, Local Beer, Small Towns

Craft Beer: A Tourism Opportunity for an Italian Inner Area?

June 5, 2023 The Beer Professor Leave a comment

I just returned from a six-day trip to Italy. I was at the Gran Sasso Science Institute (GSSI) in L’Aquila where I participated in a workshop for PhD students and early career researchers in the fields of Economic Geography and Regional Science. This was my fourth visit to L’Aquila since 2017. Located a two-hour bus-ride east of Rome, L’Aquila is a city of just under 72,000 people. It made international news in 2009 when it was hit with a 6.3 magnitude earthquake, whose epicenter was just outside the city; an earthquake that was responsible for 308 deaths.

In addition to the workshop, I was also invited to participate in a local food and beer festival in Lecce nei Marsi. Located just over an hour drive southeast of L’Aquila, Lecce ne Marsi is a small community of just over 1,600 people. Lecce ne Marsi is located in what the Italian Government has designated as an Inner Area. Inner Areas are parts of Italy that, because of their geographic isolation, have limited access to essential public services such as health care, education, and transportation. They are areas that are suffering from the out migration of younger people, resulting in an ageing population. An estimated 22% of the Italian population live in Inner Areas. In response to the challenges facing Inner Areas, the Italian Government, in 2012, developed the National Strategy for Inner Areas (Strategia Nazionale per le Aree Interne). Known by the acronym SNAI, the goal is to “counteract marginalisation and demographic decline” of these areas. One of the ways in which the SNAI tries to do this is through the protection and promotion of the natural and cultural assets of Inner Areas.

Lecce nei MarsI (indicated by the B on the map) is just over an hour drive from L’Aquila (indictaed by the A on the map)

In an effort to promote its cultural assets, as well as those of twelve surrounding communities, Lecce nei Marsi decided to organize and host a festival promoting local food and local beer. Prior to its start, the Mayor of Lecce nei Marsi, Augusto Barile, held a short two-hour mini conference titled “Typical Products: The Strength of the Internal Area”. As the festival coincided with my visit to L’Aquila, Mayor Barile invited me to give a short presentation on craft beer. The mayor’s interest in craft beer was driven by the fact that a nearby micro-brewery, Beer Park Brewery, produced a beer whose ingredients include locally-harvested faggiola. Translated into English, faggiola are beechnuts (the fruit of the beech tree). The mayor was particularly interested to learn about beer tourism and how it could be used as part of a broader culinary tourism initiative to boost the local economy. Other presenters at the mini conference included Alessandra Faggian, my colleague from GSSI, the President of the national park within which Lecce ne Marsi is located, local elected officials, and even the local priest (who recognized the importance of economic development to the region). The audience were local residents and the mayors of the twelve surrounding communities. It was a standing-room only audience in the town’s small council chambers. The event was promoted as a Alogastronomia Festival. Alogastronomia was a neologism created in 2015 by the organizers of a local food and beer festival in the town of Appechio, Italy, from “merging of two words: ale, a kind of fermented beer, and gastronomy, . . . the art of regulating the stomach.” As such, it indicates a particular relationship between beer and food.

Promotional materials for the local food and beer festival in Lecce ne Marsi

It was a standing-room only crowd in the small council chambers of Lecce nei Marsi

Talking about the Italian craft beer revolution in Lecce ne Marsi (with the assistance of my wonderful translator Concetta)

Beer tourism is an increasingly popular activity. This is particularly the case in the United States, where the craft brewing industry is more developed than most other countries. However, the potential for beer tourism in Europe is, in my opinion, also significant. Indeed, there are already a number of travel companies who offer packaged vacations focused on visiting breweries and tasting beer in a variety of European countries, including Belgium, Germany, the United Kingdom, and yes, Italy. These tours tend to focus on larger cities such as Prague, Brussels, and Rome. This leads to the question – can small, geographically isolated communities, such as Lecce nei Marsi capitalize on the growing interest in traveling to taste beer? I believe that they can. However, it will require significant coordination and collaboration on the part of local communities. Attracting people to visit geographically isolated places such as Lecce ne Marsi will also require that non-beer assets be promoted. This may include local food, sites of historical significance, and events and festivals like the one that I attended.

The good news is that there is already an existing organization, the National Association of Beer Cities (Città della Birra Associazione Nazionale), that can perhaps be a source of advice and also used for promotional and branding purposes. Established in 2015, and headquartered in the small town of Appechio (also located in an Italian Inner Area), the goal of the association is to promote beer tourism. As of now, most of the breweries participating in association activities are located in the Marche region of Italy. However, as it is a national association it should be open to assisting breweries in other regions of Italy. Beer and food tourism cannot solve all of the socio-economic challenges facing communities like Lecce nei Marsi. However, they do represent one opportunity that such communities should consider. Indeed, the aforementioned Appechio perhaps offers a model for what is possible for places like Lecce nei Marsi. Appechio has had an annual Alogastrnomia Festival since 2015, whivh has evolved into a three-day event that attracts over 4,000 visitors. Apecchio has also done an excellent job of promoting the region’s other assets such as outdoor activities (biking, hiking, horseback riding etc.). And they have a very impressive website which promotes the region’s assets.

The goal of the National Association of Beer Cities is to promote beer tourism

By the time the mini conference had wrapped up, the food and beer festival was well underway. Each of the thirteen communities had stands offering a food that was typical of their particular place. Baked lamb, frogs’ legs, olive oil, truffles, and ricotta cheese were some of the culinary delights on offer. When it comes to food, I am not particularly adventurous, but I did take the opportunity provided by the festival to taste frogs’ legs for the first time.

Lecce ne Marsi provided a beautiful setting for a local food and beer festival

I had the opportunity to sample local frogs’ legs

My colleague Alessandra sampling some locally produced olive oil

Gioia Dei Marsi was one of thirteen towns participating in the local food and beer festival

While the food was wonderful, I was most interested in sampling the local beer, especially the one made with the local faggiola (beech nuts). Moricento, is an English Brown Ale, and is named after the nearby beech forests from which the beech nuts were harvested. Not only did I get to taste the beer, but I also got to meet both the owner of the brewery, Marco D’Aurelio, and brewer, Luca Fusè. The opportunity to meet both brewery owners and brewers is one aspect of the craft brewing industry that I really enjoy and appreciate. To be able to shake the hand and chat with those responsible for producing the beer that you are drinking is a true privilege.

The ingredients of Moricento beer include beech nuts harvested from local beech trees

With Marco D’Aurelio, owner of Beer Park Brewery

Sampling Moricento beer with brewer Luca Fusè (far right)

This was the first local food and beer festival in Lecce nei Marsi. The plan is to make this an annual event. It will be interesting to see how this event evolves in future years, and what other initiatives Lecce nei Marsi and its neighboring communities develop in their efforts to improve the socio-economic environment of both them and their neighbors.

Further Reading:

Pezzi, Maria Giulia. 2017. From peripheral hamlet to craft beer capital: Apecchio and the ‘Alogastronomia. Italian Journal of Planning and Practice, Volume 7, Issue 1, Pages 154-185.

Adaptive Reuse, Beer Tourism, Craft Breweries

On The Road Again

July 29, 2021 The Beer Professor Leave a comment

Regular readers of this blog will know that I travel quite a bit and that in the course of these travels I take the opportunity to visit breweries. In 2018 and 2019, I visited 66 and 63 breweries respectively. For 2020, I had set myself the target of visiting 52 different breweries – an average of one per week. But as the famous Scottish poet, Robert Burns, so astutely observed in his 1795 poem, To A Mouse, “the best laid schemes o’ mice an’ men gang aft agley”. Translation – “the best laid plans of mice and men often go awry”. And so it was, with arrival of COVID-19 in the spring of 2020. Lockdowns, social distancing, and travel restrictions meant that my visits to breweries were severely curtailed. I did manage to visit 22 breweries/taprooms by the time the lockdown came into effect in mid-March. During the remainder of 2020, however, I was only able to add another four breweries/taprooms to bring my total to 26 for the year.

Thanks to the availability of COVID-19 vaccines and the easing of lockdown and other restrictions, however, I have started to travel again. Last month. my wife and I had a four-day trip that took us to Cincinnati, OH and Indianapolis, IN. While we did some sightseeing on the trip, for me it was an opportunity to visit some breweries. Our first stop was Cincinnati, where we spent the night and visited a childhood friend of my wife and her husband. After dinner and a pint of Belhaven Scottish Ale at the Cock and Bull Public House, we spent the remainder of the evening at the city’s March First Brewing. Billing itself as Cincinnati’s only brewery, cidery, and distillery, I was curious about its name – March First. Was it named that to honor the fact that the state of Ohio had been founded on March 1, 1803? Apparently not. As it turns out, the brewery’s name reflects the struggle that the owner had in coming up with a name. When completing some paperwork for the state of Ohio, the owner had to fill in the name of the company. Not yet having identified one, he looked around for a few seconds and saw from a wall calendar that it was March 1 – hence the name was selected.

The next day, my wife and I picked up our oldest daughter and her boyfriend, both of whom live in Cincinnati, and headed for Indianapolis, IN. This was a trip that we had talked about doing last summer, but COVID-19 meant that it never happened. It had been a number of years since I had been in Indianapolis, and I was keen to explore it again. It is a city with a burgeoning craft beer scene; it was recently ranked by Real Estate Witch as the second best metro area in the country for beer drinkers. Quite an accolade to live up to.

On our first evening in Indianapolis, we visited Ellison Brewing Co. It was a beautiful evening and we enjoyed several beers on the brewery’s patio. During the evening, we had the opportunity to have several conversations with our waitress. We learned a bit about the brewery’s history and the post-COVID-19 challenges of hiring staff. Ellison Brewing Co, was founded in 2015 by Iraq War Veteran Aaron Hansen who opened a combined brewery/distillery in Lansing, MI. The space occupied by Ellison in Indianapolis previously housed Tow Yard Brewing. When Tow Yard filed for bankruptcy and closed its doors in 2018, Hansen seized the opportunity to acquire the space and expand his brewery’s footprint to Indianapolis.

From the perspective of an Indianapolis resident, Ellison Brewery is an example of an “out-of-town” brewery that has opened its doors in their city. This appears to be a growing trend within the craft brewing industry. Earlier this year, Dogfish Head Brewery of Milton, DE announced plans to open a craft brewery in Miami, FL. When I was in Indianapolis, I noticed that Goodwood Brewery of Louisville, KY were in the process of converting a space that would give them a presence in the city. This expansion of what I term “branch breweries” is an interesting development within the craft brewing industry (maybe a topic for a future blog entry). As a footnote, since I returned from Indianapolis, the Goodwood Brewery has opened its doors and is serving pints to thirsty locals and visitors alike.

Goodwood Brewery of Louisville, KY are opening an establishment in Indianapolis, IN

The next day, after our visit to Ellison Brewing Co, we visited three other Indianapolis breweries – Metazoa Brewing Co., Sun King Brewing Company, and St. Joseph Brewery & Public House. I was particularly looking forward to visiting Metazoa, In February 2020, I had met the owner of Metazoa, Dave Worthington, at the Beer Marketing and Tourism Conference in St. Petersburg, FL. Dave had told me that if I ever found myself in Indianapolis to drop in and say “Hi”. I emailed Dave about a week before we left for Indianapolis and arranged a time to visit Metazoa. Dave, who is a very busy individual, was extremely generous of his time and with beer-in-hand gave us a tour of his brewery’s space and also answered all the questions that we had about his experience in the industry. I will not say too much about Metazoa here (the next blog entry will be dedicated to Metazoa). Suffice to say that owner Dave Wotherspoon has a passion for animals and donates 5% of Metazoa’s profits to various animal welfare causes. Metazoa served as a reminder of the generosity of America’s craft brewing industry. Data from the Brewers Association showed that in 2016 America’s 5,600+ craft breweries raised $73.4 million for various charitable causes.

Dave Worthington (left), owner of Metazoa Brewing Co., gave us a tour of his brewery space

Metazoa Brewing Co. donates 5% of its profits to various animal charities

After Metazoa, we took to the streets and walked to Sun King Brewing Company. Established in 2009, Sun King is the second largest craft brewery in Indiana (3 Floyds in Muncie is the largest). Sun King was also our dinner stop. Inside the large Sun King Tasting Room is La Margarita, a Mexican-inspired food vendor, that has several locations throughout the city.

Sun King Brewing Company in downtown Indianapolis

After Sun King, we took an Uber to St. Joseph Brewery and Public House. As the name might suggest, this brewery is in an old Catholic Church, and provides an excellent example of adaptive reuse. Coming across a craft brewery in an old church is not an uncommon experience. Indeed, a quick foray into the recesses of my memory, revealed that St. Joseph was the sixth craft brewery in an old church that I had visited.

St. Joseph Brewery & Public House was established in 2015

Entrance to Sr. Joseph Brewery & Public House

Inside St. Joseph Brewery and Public House

So that was my trip to Indianapolis. It was good to be back on the road again. It was nice to spend a couple of days being a beer tourist. Notwithstanding any more travel restrictions I hope to make a few more trips similar to this throughout the remainder of 2021.

Beer Tourism

Bed and Brew

August 16, 2019 The Beer Professor Leave a comment

With the growing popularity of craft beer we have witnessed a concomitant increase in beer-related tourism. This is a topic I have written about in a previous blog entry. Most beer tourism involves short two or three day getaways, usually to a town or city where there are enough breweries to keep the beer drinker happy for a couple of afternoons and/or evenings. Beer tourism can be big business and can bring significant sums of money into a local economy. For example, a study by Grand Valley State University estimated the economic impact of beer tourism on Kent County, MI to be in excess of $12 million. Much of this impact was due to the fact that Kent County is home to the city of Grand Rapids, one of the premier craft beer producing cities in the United States. The study found that the 42,000 beer tourists who visited Kent County during the spring and summer of 2015 accounted for fourteen thousand hotel nights at an average cost of $148 per night.

While most beer tourists stay at a hotel in close proximity to the breweries they plan to visit, in a few cases it is possible to stay in a hotel or other lodgings owned by the brewery. Perhaps, the best known example of a brewery hotel is the DogHouse Hotel. Touted as the “world’s first craft beer hotel”, the DogHouse is located on the grounds of the BrewDog Brewery just outside of Columbus, OH. The hotel has thirty-two themed rooms, with draft beer on tap in each. Given that the DogHouse Hotel is only a couple of hours from where I live, you might think that I have stayed there already, but I have not. It is on my ‘to do’ list, however. Another well known brewery that owns a hotel is Dogfish Head. Their sixteen-room hotel (the Dogfish Inn) in Lewis, DE is a short twenty-minute drive from the Dogfish Head Brewery in Rehoboth Beach, DE. Unlike the DogHouse Hotel, the Dogfish Inn does not offer beer on-site – the idea is to get visitors to visit bars and restaurants in the surrounding community.

While I still have to make it to the DogHouse Hotel, I did recently have the opportunity to stay onsite at another brewery – The Inn at Springfield Manor in Thurmont, MD. My wife and I were visiting Maryland and Virginia to celebrate a family birthday and my wife’s step-father, knowing of my love of beer, booked us a room at the aforementioned inn. The Inn is situated on a beautiful 130 acre estate. But there is more to the estate than the Inn. On site, they brew beer, distill spirits, and ferment wine – something for everyone, as it were. The Inn has eight rooms. We stayed in The Edelweiss Suite, named after one of the types of lavender grown in the Inn’s lavender fields.

The Inn at Springfield Manor, where we stayed two nights.

The view from the front steps of the Inn at Springfield Manor.

*Our complimentary flights of four sangria and four beers.*

We arrived at the Inn late afternoon. After checking into our accommodation we headed to the outside bar area. As part of our room package, we received a complimentary flight of drinks. My wife opted for a flight of four sangrias, while I went for a flight of four beers. While the bar offers small plates to munch on, more substantive fare can be purchased from the food truck that is on duty. That evening’s food truck specialized in grilled cheese sandwiches, so I had a very tasty grilled cheese and pulled pork sandwich for dinner. As the evening wore on, the outside bar got increasingly busy. Given the limited number of rooms available at the Inn, most of the folks enjoying the craft beer/spirits/wine were either locals or tourists staying in other accommodation.

We had a wonderful two-night stay at the Inn at Springfield Manor. The setting was idyllic, the service was friendly and attentive, and the craft beer was tasty. Following our stay at the Inn, we got into our car and headed to our final destination. Chincoteague Island, VA, where we were meeting up with family from Maryland, Pennsylvania, and Texas. On our way there, we stopped for lunch at RAR Brewery in Cambridge, MD. Later in the day, after checking into our hotel in Chincoteague, we headed to Black Narrows Brewing Company for a late afternoon beer. Overall a great trip – quality time with family and a few breweries thrown in for good measure.

We had lunch at RAR Brewing in Cambridge, MD

Enjoying a late afternoon beer at Black Narrows Brewing Comp[any in Chincoteague Island, VA.

Beer Tourism, Breweries, History

A Pilgrimage to Anchor Brewing

March 1, 2019 The Beer Professor Leave a comment

I was in Napa, CA recently. To get to Napa, we (me, my wife, youngest daughter, and son-in-law) flew into San Francisco, CA, rented a car, and drove north. On our return trip home we decided to spend a day in San Francisco before catching our flight the next morning. When we knew that we were going to spend some time in San Francisco, I had one destination in mind – Anchor Brewing.

Any craft beer drinker worth his or her salt knows of Anchor Brewing. It’s status among American craft breweries is legendary and iconic. For those of you unfamiliar with its story and historic significance, here is the CliffNotes version.

In 1871, Gottlieb Brekle, a German immigrant purchased an old beer and billiards saloon on San Francisco’s Pacific Street. He transformed it into a brewery. It was not called Anchor back then. The Anchor name did not materialize until 1896 when, another German brewer, Ernst F. Baruth and his son-in-law, Otto Schinkel, Jr., purchased the brewery and called it Anchor. In the years that followed, Anchor Brewing faced and overcame a number of challenges. In 1906 the brewery was destroyed by a devastating fire; the fire being the result of the great San Francisco earthquake. A new Anchor Brewery was built, on Market Street. In 1920, Prohibition arrived. Unlike many breweries across the country, Anchor opted not to produce alternative products (e.g., ice cream or soft drinks) during Prohibition. The brewery sat idle. In 1934, Anchor Brewery suffered another fire. Once again, a replacement brewery was constructed; this one being only a few blocks from Anchor’s present-day location. In 1959, Anchor Brewery was shut for a brief period by its then owners, Joe Allen and Joe Krause. In 1960, the brewery was as purchased and reopened by Lawrence Steese. But these proved challenging times for a small brewery like Anchor. Mass produced lighter lagers were growing in popularity, and Anchor struggled to retain accounts and maintain sales. By 1965, Steese was ready to close down Anchor Brewing. Enter stage left, Fritz Maytag.

Fritz Maytag is the great-grandson of Fred Maytag, founder of the Maytag Corporation. Fritz was a big fan of the beer brewed at Anchor Brewery. So when he heard that it was going to close, he decided to do something about it; he purchased a fifty-one percent share in the brewery. With that single act, and the subsequent success of Anchor Brewery, Maytag has become known to many as the “Godfather” of craft beer. Maytag revitalized the brewery. Both its portfolio and sales of beer expanded. Such was Anchor’s success that by the late-1970s, they were looking for a new production facility. In 1979, the moved into their current home on Mariposa Street. The building, had started life as a coffee roasters in 1937. In 2010 Maytag retired, selling the brewery to Keith Greggor and Tony Foglio. In 2017, Anchor Brewing was sold to the Japanese brewing giant Sapporo. The purchase price was a reported eighty-five million dollars.

Maytag’s influence on craft brewing extended well beyond what he achieved at Anchor. Maytag assisted other prospective craft brewers and was thus instrumental in assisting the broader growth of the fledgling craft brewing industry. In a 2015 paper, published in the Journal of Wine Economics, Kenneth G. Elzinga, Carol Horton Tremblay, and Victor J. Tremblay, observe that “many early entrants clustered near Anchor Brewing to learn the art of craft brewing from Maytag . . . several of the pioneers in craft brewing were in geographic proximity to Maytag’s operation, visited his facility, and learned (and received encouragement) from him.”

Anchor offers guided tours of its brewery, so we signed up for one. The cost was $25 per person. We arrived at the brewery several hours before our tour time. This gave us time to have lunch. We found a couple of lunch options within walking distance of the brewery, and decided upon Dos Piñas Taqueria. As I was standing in line waiting to order our food, I noticed a poster on the wall that stated, “We support Anchor Steam Workers”. Six days prior to our tour of the brewery, the members of a worker’s organizing committee had delivered a letter to the Anchor management requesting that they formally recognize an employees’ union.

Poster supporting Anchor Brewery workers at Dos Piñas Taqueria

Following lunch we headed over to Anchor Public Taps, the taproom across the street from the main production brewery. In addition to being a taproom, Anchor Public Taps is a pilot brewery, where a number of small batch beers are produced. These are available exclusively for sale in the taproom. I opted for Dank Denali, a session IPA.

Anchor Public Taps is across the street from the main Anchor Brewery.

Anchor Public Taps includes a pilot brewery, whose beers are exclusively available at the taproom

After Anchor Public Taps, it was time for our tour of the main production brewery. After entering the brewery we were greeted at the brewery’s bar by what would be our friendly and highly informative tour guide, Pedro. Pedro provided us with a history of Anchor Brewery and a sample of the brewery’s signature product, Anchor Steam. First brewed in 1896, Anchor Steam is widely recognized today as an iconic American beer. After an overview of Anchor’s history, Pedro offered us another beer (I opted for their Anchor Porter) and, with brew in hand, we started our tour of the brewery. The tour was, in many ways, a typical brewery tour. We learned about the brewing process and saw where the magic happened. Buy this was not a typical brewery. This was an iconic brewery, and the building for me constituted something of a sacred space. It was not the original space occupied by Anchor. Nor was it the original space purchased by Fritz Maytag. But it was a space that Anchor now occupied. It was a space that represented and symbolized a revolutuon; a revolution in which ordinary beer drinkers stood up and declared, with a certain conviction, that ‘we can do better’. And it was a conviction upon which many acted, witness the seven thousand plus breweries that dot the American landscape today.

Our highly likeable and informative tour guide, Pedro, tells us about the history of the brewery

Fritz Maytag and Anchor Brewery have an important place in American craft brewing history

Pedro telling us about the brewing process

Northern Brewer hops – the only hop used in Anchor Steam beer

Beer Tourism, Craft Breweries, Events

The Napa Beer Mile

February 15, 2019 The Beer Professor Leave a comment

Although producing only 0.4% of the world’s wine, California’s Napa Valley is on almost everyone’s list of the world’s must-visit wine destinations. I enjoy visiting wineries. But truth be told, I’d rather visit breweries. So when I was doing some research for an upcoming trip to Napa, I was pleased to learn that beer has very successfully infiltrated wine country. A May 2018 article entitled Napa Valley’s Blossoming Beer Scene listed ten breweries in the valley, six of which were located in the city of Napa, where I would be staying. As I was researching the Napa beer scene, I discovered that my early-February visit would coincide with the inaugural Napa Beer Mile. I was particularly excited to discover that the Napa Beer Mile was not a traditional beer mile, which requires consuming a twelve ounce beer, followed by a one mile run, which is punctuated every quarter mile to consume another twelve ounces of beer. This has become a serious sport of sorts. The current beer mile world record holder is is Corey Bellemore, a Canadian who has completed four quarter-mile laps and consumed four beers in 4 minutes, 33.6 seconds. I was excited to learn that the Napa Beer Mile would involve no such exertions, requiring nothing more than visiting six breweries over an eight hour period and downing a beer at each. I feel that I could achieve that, even though the distance separating the two outlying breweries (St Clair Brown Winery & Brewery and Tannery Bend Beerworks) was 1.7 miles. The four remaining breweries were geographically clustered in a small section of downtown Napa.

Six breweries partipated in the Napa Beer Mile – St. Clair Brown Winery & Brewery, Trade Brewing, Napa Palisades Beer Company, Downtown Joe’s Brewery and Restaurant, Stone Brewing Napa, and Tannery Bend Beerworks. A ticket to participate in the Beer Mile cost $35, and provided you with discounted beer at each of the six breweries, as well as a commemorative ball cap for those visiting all six breweries. The event ran from noon until 8pm, on February 9. My son-in-law, Marrek, accompanied me on my tour of Napa breweries. Our “mile” started at St Clair Brown Winery & Brewery, where participants were required to check-in and pick up their passport card, which would be stamped at each of the six participating breweries.

Check in for the Napa Beer Mile was at St Clair Brown Winery & Brewery

In line for my first beer at St Clair Brown Winery & Brewery

Beer Milers enjoying a beer at the start of the Beer Mile at St Clair Brown Winery & Brewery

After St Clair Brown we visited the remaining five breweries in the following order – Napa Palisades Beer Company, Trade Brewing, Downtown Joe’s Brewery and Restaurant, Stone Brewing, and Tannery Bend Beerworks. It rained periodically during the afternoon, and an Uber was required to to get to our final stop, Tannery Bend.

Overall, the Beer Mile was a fun experience. As expected, each brewery was quite different, with their unique line up of beers and unique ambience. We met and chatted with other Beer Milers along the way, most of whom were from the local area. This did get me thinking that the city of Napa May consider promotimg the Beer Mile to individuals living outside the city and region. Beer Tourism is a rapidly emerging phenomena, and the opportunity to promote the Beer Mile to potential beer tourists is one that should be acted upon. At our third stop, Trade Brewing, there was a Beer-It-Forward board on the wall. The idea of Beer-It-Forward is simple – you pre-purchase a craft beer for a friend. His or her name is placed on a board in the brewery. Next time they walk into the brewery they see their name on the board and can sit down and enjoy the beer that has already been purchased for them. As I perused the Beer-It-Forward Board at Trade Brewing, I was particularly pleased to see that some customers had pre-paid for beers for any police officer, fire fighter, or member (active or reserve) of the military. What a great gesture.

Upon completion of the Beer Mile at Tannery Bend Beerworks, we collected our Napa Beer Mile ballcaps. My hat will be added to my collection of brewery ballcaps. The hats did prove an attraction to a number of Beer Mile participants. In one brewery we did overhear someone saying that they were only doing the Beer Mile to get the ballcap. In another brewery, we sat next to three Beer Mile participants and watched them order three Coors Light. I am guessing they were there for the hat and not the beer.

Beer Tourism, Craft Breweries, Neolocalism

How Many Breweries?

January 9, 2018 The Beer Professor Leave a comment

Every now and then, I come across a headline that raises the question as to whether we are reaching saturation point with respect to the number of craft breweries that we have in the United States. Very often, the question is asked with regard to a particular Continue reading How Many Breweries? →

Beer Tourism, Craft Beer, Craft Breweries

Craft Beer in The Mile High City

December 23, 2017 The Beer Professor Leave a comment

I just returned from two days in Denver, CO. I was there conducting site visits at three hotels. One of the hotels will host the 2021 North American Meetings of the Regional Science Association International (RSAI). As Executive Director of the North American Continue reading Craft Beer in The Mile High City →

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