If you are looking to grow your audience beyond the immediate neighborhood, partnering with a local Convention & Visitors Bureau (CVB) could be a strategic move. Elkhart County provided a recent example to Brewer Mag of how CVB collaboration can generate excitement around new releases and position a brewery as a destination for both locals and visitors.
This month, the Elkhart County CVB launched Well Crafted Signature Sips, an exclusive event highlighting the county’s growing craft beer scene. Goshen Brewing, Iechyd Da Brewing, and Brass Elk Brewing developed limited-edition beers specifically for the event all October, pairing each with curated food offerings to create a full sensory experience for those that show up to those breweries.
Jon Hunsberger, executive director of the Elkhart County CVB, emphasized the marketing value for the breweries.
“The growth and development of craft breweries in Elkhart County has been exciting, and we’re thrilled to collaborate with these breweries,” Hunsberger said. “Events like Well Crafted Signature Sips create broader exposure for the breweries and invite both residents and visitors to experience the unique tastes and stories behind each brand.”
For breweries, working with a CVB offers several key business advantages:
- Expanded Reach: CVBs actively market local events through multiple channels, including visitor guides, social media, and press outreach, helping breweries reach tourists and regional audiences.
- Event Amplification: Launching new releases in partnership with a CVB can turn a standard beer release into a destination experience, generating excitement and increasing foot traffic.
- Cross-Promotion Opportunities: Collaboration with other local businesses and breweries through CVB events encourages co-marketing and strengthens community ties.
- Storytelling Platform: Highlighting a brewery’s unique ingredients, brewing process, and brand story in official CVB communications increases brand credibility and resonance with new audiences.
For example, the breweries involved in the Well Crafted event created limited-edition beers tied to the local community and seasonality:
- Goshen: Well Crafted Red IPA, a bold, pine-and-citrus-forward IPA with a malty backbone.
- Iechyd Da: Well Crafted Mulberry Sour, featuring tart Elkhart County mulberries for a unique, refreshing flavor.
- Brass Elk: Pumpkin Spice Latte Amber Ale, blending fall spices, pumpkin, and coffee notes for a seasonal crowd-pleaser.
Goshen founder Jesse Sensenig highlighted the collaborative benefits.
“Breweries thrive on collaboration, whether it’s combining flavors or sharing audiences,” Sensenig said. “Partnering with the CVB and fellow breweries was a strategic way to amplify our message and attract new visitors.”
By leveraging the promotional reach, PR expertise, and networking appeal of a local CVB, breweries can not only enhance event attendance but also strengthen a long-term marketing strategy, positioning themselves as must-visit destinations for craft beer enthusiasts.
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