LANSING — Pure Michigan is building on its regional warm weather advertising campaign, launched last week, with a new radio ad showcasing Michigan’s craft beer offerings.
The new craft beer radio spot will air in markets including Chicago, Ill., Indianapolis, Ind., Cincinnati, Cleveland, Columbus and Dayton Ohio, Milwaukee, Wis., St. Louis, Mo. and Southern Ontario. Michigan beers featured include New Holland Brewing Company’s Dragon’s Milk, Huma Lupa Licious from Short’s Brewing Company, Grizzly Peak Brewing Company’s Steelhead Red and the Motown Lager from Motor City Brewing Works.
Pure Michigan and Founders Brewing Co. also announced today fan favorite Vanilla Stout will be the Pure Michigan beer style featured in Founders downtown Grand Rapids taproom during Michigan Craft Beer Month.
“Our craft beer industry is booming and we encourage beer enthusiasts across the Great Lakes region and beyond to find their new favorite beer on tap right here in Pure Michigan,” said George Zimmermann, vice president of Travel Michigan at the Michigan Economic Development Corp. “For a great place to start, head into the Founders Brewing Co. taproom this July and try the special edition Vanilla Stout chosen by fans of Founders and Pure Michigan.”
More than 1,200 fans voted for their favorite of three beer styles — Vanilla Stout, Apple Ale and Wheat IPA. The winning style, Vanilla Stout, came out on top by a few votes in a close race with Apple Ale and will be available in the Founders taproom throughout the month of July.
“It’s cool that so many people voted, and it’s fun to know that we’re brewing a beer for the first time that so many people have already expressed interest in wanting to try,” said Jeremy Kosmicki, brewmaster at Founders Brewing Co. “I love working with vanilla and it works really well in our beers, especially stouts.”
Home to more than 100 breweries, Michigan is fifth in the nation for the number of breweries, microbreweries and brewpubs. Three Michigan cities took home Beer City USA honors this week. Grand Rapids was named 2013 Beer City USA with more than 50 percent of the votes and rounding out the top five vote-getters were Kalamazoo in second place and Ann Arbor in fourth.
Michigan’s craft beer industry grew by 20 percent in 2012, outpacing the national industry growth rate by 12 percent, and has a total economic impact of more than $133 million in the state.
For more information on beer trail suggestions and brewery tours, visit www.michigan.org/breweries.