Colorado – Colorado Strong, a collaborative effort of Colorado-based organizations benefiting breweries and their communities, reached more than 12.5 million people this year through its Safer With Foam public awareness campaign.
“During the early stages of the pandemic, when many breweries were only able to offer to-go options, Colorado Strong’s efforts provided a nice jolt to the local economy,” says Dave Bergen, director of brewing and marketing for Denver’s Joyride Brewing Company. “To me, the Colorado Strong initiative has been a success on many levels, and we couldn’t have been happier or more proud to participate in it.”
The Safer With Foam campaign, created by Colorado’s Turn It Up Media and led by the efforts of the Colorado Brewers Guild and The Left Hand Brewing Foundation, used a multi-pronged approach to reach beer lovers in Colorado to encourage them to safely support their local breweries.
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It was April 2020, and Justin Baccary, the owner of Station 26 Brewing, was prepared for a bloodbath. Like many other states, Colorado had forced its bars, breweries and restaurants to close in March to try and stem the rising rate of COVID-19 infections, and it was becoming clear to Baccary and others that what had once looked like a three-to-six-month nightmare was turning into an indefinite hell-scape for businesses of all kinds.
The Brewers Association trade group had just released the results of a sobering survey: nearly 12 percent of independent breweries nationwide said they would have to close by the end of the month if social distancing restrictions weren t lifted. Nearly 60 percent said they would be out of business by July. That would have translated to a stunning 4,500 breweries across the country and 250 beer makers in Colorado.