Merri-bek council launches brewery and music trails

Two trail maps have launched in Melbourne’s inner north, guiding residents and visitors through the area’s breweries and music venues. 

Launched by Merri-bek City Council, the first “Love Merri-bek” trail features 12 wineries, distilleries and breweries including Alchemy Brewing, CoConspirators Brewing Co and Coburg Brewing Co. 

The second trail features 12 live music venues and record stores across the Merri-bek region. Both maps outline public transport options to navigate to each business. 

Co-Conspirators Brewing Co co-founder and co-director Jacqui Sacco said in a media release she hopes the map will attract more visitors to the area. 

“We all live within the council region so it’s great to have something like this in Merri-bek,” Sacco said. 

“We’re really looking forward to seeing how this brings people into the area, and for them to see that it’s a good place to come and visit.”

Mayor of Merri-bek, Councillor Angelica Panopoulos said the trails aim to boost tourism within the region and support local businesses. 

“This is just one of our initiatives to stimulate the local economy while encouraging residents and visitors to build connections with some of our incredible local businesses,” Cr Panopoulos said.

“We want our hidden gems to be discovered, and known and loved across Melbourne.

“Whether you’re looking for something to do with a group of friends, celebrating a birthday, or needing a pitstop while walking the dog, the map showcases options to appeal to every taste.”

The news follows a series of initiatives launched to drive interest in beer tourism and maximise marketing opportunities. 

Last month, the Bayside Beer Belt launched tour offerings, including a Hop On Hop Off Craft Brewery & Distillery Tour, allowing guests to visit up to four breweries or distilleries in a day. 

Last year, Visit Sunshine Coast launched its craft-beer focused campaign, Australia’s Craft Beer Capital, which included a podcast featuring interviews with 16 breweries.

The campaign sparked discussion about beer tourism and the importance of working with local tourism bodies. 

“As a destination marketer, what we do is we look for truth about our destination and we look for opportunities where we can promote points of difference that can set us apart from our competitors,” Visit Sunshine Coast head of marketing Kelly Ryan said in a recent BreweryPro podcast

“It is our role as a destination marketing organisation to bring people to the region and then it is over to our wonderful industry, whether that’s coffee or experiences or tours, to actually then promote to people, as to what there is to see and do, what there is to eat and drink.”

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