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2013 TRAVERSE CITY BEER WEEK
09-16-2013
2013 TRAVERSE CITY BEER WEEK
By MIKE NORTON
TRAVERSE CITY, MI – A craft brewery “pub crawl” visiting six microbrew venues will be the opening event in the new Traverse City Beer Week scheduled for Nov. 8-15.
It’s a lively start to what is being planned as a decentralized and fairly low-key celebration of craft brewing -- one whose main focus is on breweries and restaurants. Participants in the “crawl” will receive a passport to be presented at each location along the way; completed passports can be traded in for an official Beer Week t-shirt.
“Traverse City Beer Week will help restaurants, bars, and retail locations to do what they do well even better,” says Ann Drummond, marketing and public relations with Imperial Beverage. “It’s not intended to pull consumers away from the places where craft beer is already appreciated. Instead, these events are fashioned for the sole purpose of craft beer appreciation, consumer education, and experiential learning in the breweries, brewpubs, restaurants and retail locations of Traverse City.”
Imperial Beverage, named Craft Beer Distributor of the Year in 2010, used the same model to create a successful Beer Week in Kalamazoo two years ago. The idea is not to organize a festival at all, she says, but to give local breweries and restaurants a chance to host their own events on their own premises while promoting closer relationships among brewers, chefs and retailers who sell craft beer.
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