Archive: Around Town

Something exciting is brewing in the Finger Lakes region – and it’s all about beer! It’s no secret that the Finger Lakes is home to over 100 wineries, but few people realize it’s also home to a number of craft beer brewers as well. With over a dozen microbreweries in the region, plus another dozen or so brew pubs and tap houses, we have the makings of a beer trail – the Finger Lakes Beer Trail that is.

Local beer-enthusiasts, Adam Smith and Theresa Hollister, recognized the need for increased awareness and promotion of the region’s growing beer culture, so in February they co-founded Finger Lakes Beer Trail Marketing & Tourism Associates. While Smith and Hollister modeled the concept of the Finger Lakes Beer Trail after the wine trails of Seneca, Cayuga, Keuka, and Canandaigua, the beer trail is not limited to just the outlines of the lakes.

They have mapped out an area that spans roughly 135 miles across the central part of New York State, stretching east-west from I-390 to I-81 and north-south from I-90 to I-86 / NY 17, resulting in a trail abundant with natural beauty along which tourists and beer aficionados alike can enjoy a tasty selection ranging from small-batch pub brews to award-winning bottled craft beers. There are also numerous opportunities for brewery tours along the way.

“Our mission is simple,” says Hollister. “Increase the visibility and reputation of the region’s craft brewers and other brewing and beer-related businesses.”

In doing so, they also hope to attract more beer-loving tourists to the Finger Lakes region, which in turn will help to stimulate the local economy.

“Despite the current national economic challenges,” says Hollister, “the craft brewing industry continues to experience growth and prosperity.”

According to the Brewers Association, which represents the majority of U.S. brewing companies, small and independent craft brewers saw an 11 percent increase in volume and a 12 percent increase in retail sales dollars in 2010. Furthermore, they report that in 2010 more than 155 new breweries came to market in the U.S. bringing the total up to 1,759, the highest level since 1900.

“With a strong tourism base already in place with the wine trails,” says Smith, “combined with such a growing market segment – craft brewing – you have a winning formula for economic success.”

The primary means of promoting and marketing the Finger Lakes Beer Trail will be via the newly launched website, designed to showcase the microbreweries, brew pubs, tap houses, and brewing-affiliated businesses that comprise the Finger Lakes Beer Trail.


“The site is meant to provide information and inspiration for all things related to the beer culture of the Finger Lakes region,” says Hollister. “It’s a great way to build awareness of the area’s craft brewers, not only to tourists but also to local residents, many of whom may not be familiar with the variety of breweries and brew pubs we have here.”

Among the website’s features are an interactive map and directory of brewing-related destination points, searchable by location and category. Also featured is a calendar of events aggregated from over two dozen different sources, making it the area’s most comprehensive resource for finding craft beer and brewing-related events and promotions. Visitors to the site can also comment on and rate the breweries they have visited as well as connect through various social media outlets, such as Facebook and Twitter.

In addition, the website offers cost-effective marketing and advertising opportunities for breweries and related businesses, helping to increase their exposure to potential customers. “Our goal,” says Smith, “is to make fingerlakesbeertrail.com the premier, go-to site for the Finger Lakes beer culture and all that is has to offer.” Beyond the website, plans are also in place to develop a print map of the beer trail, a brewery passport program, suggested trip itineraries, and interactive smart phone applications.

So the next time you’re in the mood for a beer, think craft-brewed; think local; and head on over to the Finger Lakes Beer Trail. Cheers!

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