Cheers to #mibeer

Release Date

October 19, 2016

LANSING, Mich. – As Michigan’s craft beer industry continues to grow, both in volume and in reputation, Pure Michigan is celebrating the state’s passion for every pint with a craft beer campaign running now through the end of the November.

In addition to traditional campaign components – such as craft beer-themed commercials and a digital advertising campaign featuring a Which Michigan Craft Beer Are You? interactive experience – Pure Michigan is also engaging with enthusiasts and the craft beer industry across social media using the #mibeer hashtag.

“It’s no secret that Michigan’s craft beer industry is providing a whole new reason to travel throughout the state and introducing visitors and residents alike to new communities along the way,” said Dave Lorenz, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “Michigan’s craft beer industry, and in particular the Michigan Brewers Guild, have been great partners with us on this effort and are working hard every day to provide visitors with the product and experience that delivers on the Pure Michigan promise.”

Through November 28, photos posted on Instagram, Twitter or Vine using the #mibeer hastag will be featured in a photo gallery dedicated to Michigan craft beer on michigan.org. Photos can also be uploaded directly to michigan.org/mibeergallery. A dedicated landing page, michigan.org/mibeer, celebrates Michigan’s craft beer communities and provides an interactive map to breweries and brewpubs all across the state.

Pure Michigan and the Michigan Brewers Guild will also host a Happy Hour Twitter chat at 5:30 p.m. ET on Wednesday, November 2. Participants can join the conversation following the hashtag #mibeer. Follow Pure Michigan on Twitter at @PureMichigan and the Brewers Guild at @MiBrewersGuild.

Here’s to the Curious builds on Travel Michigan’s efforts to expand the Pure Michigan campaign into activity or “passion”-based campaigns in addition to traditional destination and event-focused efforts. This craft beer-focused campaign is designed to increase awareness of Michigan as a premier craft beer destination and invite travelers to explore Michigan by exploring the taprooms and breweries found all across the state.

Pure Michigan is a brand representing business, talent and tourism initiatives across Michigan. These efforts are driven by the Michigan Economic Development Corporation, which serves as the state’s marketing arm and lead advocate for business growth, jobs and opportunity with a focus on helping grow Michigan’s economy.

For more on the MEDC and its initiatives, visit: michiganbusiness.org. For Michigan travel news, updates and information, visit michigan.org.

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Editor’s Note: Watch the What Kind of Beer are You video on michigan.org/mibeermap or at https://www.youtube.com/watch?v=CFgTfn29m3s.