What if you could have a virtual passport? A ticket to all the beers your little heart desires. Well, guess what? There’s an app for that. At least if you’re in the New York area. Turns out the Empire State Trail, in partnership with the New York State Brewers Association (NYSBA), unveiled a comprehensive new website and app that gives craft lovers quick and easy access to trail information along the 750-mile route.
The Empire State Trail Brewery Passport, available through the NYSBA’s existing New York craft beer app, encourages New Yorkers to visit breweries within 10 miles of the Empire State Trail. The app, the country’s first statewide beer app, is available for both Apple and Android devices.
What a perfect combination—tourism and recreation, and beer. The program not only satisfies our rapturous appetite for craft spirits, but also benefits local residents and spurs economic activity in communities across the state.
What a perfect combination—tourism and recreation, and beer. The program not only satisfies our rapturous appetite for craft spirits, but also benefits local residents and spurs economic activity in communities across the state. The Empire Trail is not only the longest multiuse state trail in the country, but also a conduit for economic activity and tourism for communities across the area. We’re talking reaching out to hikers, bikers, kayakers and outdoor enthusiasts of every variety.
In addition, visitors—i.e., craft beer lovers—can digitally check-in on the app along the way, earning a stamp on either the Empire Trail Passport or the “Think NY, Drink NY” one. By visiting New York state breweries and checking in, you earn points that can be used to earn rewards. I mean, how can you beat that?
And there’s more—there is even marketing swag, including a branded cooler backpack and T-shirt that states, “I completed the Empire State Trail Brewery Passport.”
The only question now is, “What’s your plan?” My take is if you don’t have an app that can do what the Empire Trail Passport can, what are you waiting for? Yes, I’m talking to you. In a these unprecedented and challenging times, building partnerships help bring people and organizations with the same cause together. In this case, it’s scenic state beauty and epically brewed craft spirits.
So let’s see your plan.
______________________________________________________________
Story by Michael J. Pallerino, editor of Craft Brand & Marketing magazine. Over the past 30-plus years, he has won numerous awards, including the “Jesse H. Neal Editorial Achievement Award,” recognized as the Pulitzer Prize for business-to-business magazines. He can be reached at mikep@ccr-mag.com.