Travelers seeking to experience the true flavor of a place are getting a helping hand from a unique marketing effort, “Crafted Beverages of SW Colorado,” launched last week by the Durango Area Tourism Office to celebrate Southwest Colorado’s crafted beverage culture.
Food and beverages have long helped to create memories of a place. People travel (and often return) with this in mind. Think New Orleans beignets, California and French wines, Kansas City barbecue and Kentucky bourbon. The list goes on.
So why not package and promote the almost 30 independent breweries, wineries, distilleries, cideries and craft soda producers that dot the Southwest Colorado landscape?
That is what Bob Kunkel, outgoing DATO director and promotion brainchild, thought in submitting a proposal last fall to the Colorado Tourism Office. It is a great idea, and no wonder CTO met it with enthusiasm – and a $20,000 matching grant.
Taking cues from a hot springs loop that links Glenwood Springs with Ouray, Pagosa Springs, Buena Vista and Steamboat Springs, it is the first promotion of its kind focused on craft beverages, in Colorado and perhaps the country.
The initiative is designed to help producers, mostly small-business owners based in communities with limited marketing dollars, increase awareness of products in the region, promote the long list of beverage-featured events and draw more people from both Colorado and the surrounding states to the region.
An attractive logo, map and website (at durango.org/crafted-beverages) highlight where to find a variety of alcoholic and non-alcoholic craft beverage flavors from Ridgway to Durango, Cortez to Pagosa Springs. Most of the producers offer tours and invite travelers to sample their products and, to avoid drinking and driving, stay the night.
The effort gives a nod to the artisan economy that defines places like Portland, Oregon, to showcase the products, passion and ingenuity of local entrepreneurs. Increasing support for these producers increases support for their local purchasing as well.
Mike and Amy McCardell, owners of Durango Craft Spirits, buy non-GMO corn from the Ute Mountain Ute tribe in Towaoc and other grains from the Colorado Malting Co. in Alamosa. Steamworks seasonally sources fresh hops from Black Farm in Bayfield and malt from Colorado malting in the San Luis Valley. SKA Brewing and Brew seasonally buy locally- and Colorado-grown fruit, malt and hops, too.
As Kunkel said, “Durango benefits, the region and state benefits, the producers benefit – and all boats rise.”
We hope for and toast to their success.
