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Super Bowl offers Indy a chance to promote its craft beer scene – and it will

Submitted by on January 11, 2012 – 8:00 am2 Comments

Image courtesy of Indianapolis Super Bowl XLVI Host CommitteeThe Indiana craft beer community thrives as much as any in the United States, though it may not get as much press as Colorado, Oregon or Asheville, North Carolina.

The state’s breweries scored nine medals at last year’s Great American Beer Festival; Indianapolis’ Sun King Brewery scored eight of them – and four of those were gold!

Indianapolis will be the site of this year’s Beer Bloggers Conference, and in just a few weeks, the host city for Super Bowl XLVI on February 5, 2012.  As the world’s attention focuses on Indy, the city’s craft beer community has launched a grass-roots effort to let the world know that beer is more than the corporate macrobreweries that will plaster their logos all over the event.

Bob Mack, the web and social media developer for World Class Beer in Indiana, is spearheading the campaign that will include free shuttle buses to Indy’s craft beer hotspots and promotion of local breweries with the #IndianaBeer hashtag on Twitter.

Here’s what Mack wrote on the World Class Beer blog:

In a few short weeks, Indianapolis will play host to the 2012 Super Bowl. The Super Bowl is one of the largest attended sporting events in the world and one of the biggest advertising and media focused events to boot. It’s a tremendous opportunity for the city of Indianapolis and the state of Indiana to shine as business leaders and celebrities descend upon us.

What better time to show the world what fantastic things Indiana brewers are doing?

Of course, the Super Bowl is a corporate event and the corporate beers pay dearly to get their names onto signs, banners, shampoo bottles, potato chip bags and just about anything else that has room for print. Frankly, it’s an advertiser’s wet dream and the stakes are way too big for Indiana brewers to compete on the level as the big boys.

But we have the advantage. In Indiana we have real people making real beer. And we have passionate drinkers that care about what they consume and who they get their beer from. And we have the means to let visitors to our state know about it.

During the week of the Super Bowl, Monarch Beverage and World Class Beer will be sponsoring free shuttle buses that will run between downtown, Fountain Square and Mass Ave. taking visitors to bars, restaurants and stores along the route. On that bus will be advertising for our “Drink Local” campaign along with a Twitter hashtag, #IndianaBeer.

During Super Bowl week, we strongly encourage everyone to use the #IndianaBeer hashtag to get the word out about local beer and where it can be found anywhere that Super Bowl attendees might be drinking!

If you plan on taking a Road Trip for Beer that includes the Super Bowl, you might be wise follow the hashtag on your Twitter account.

And should you want to further explore the state’s craft beer culture while you’re there, we recommend that you pick up a copy of “Indiana Breweries,” by John Holl and Nate Schweber.


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