One of the reasons San Diego grew into such a renowned epicenter for brewing is the fact that its ale and lager producers banded together early, helping to rise the proverbial tide for the entire industry. That camaraderie remains intact, with businesses collaborating, not just on creative beers, but on events and promotions that help them to be recognized en masse. This summer, one such promotion is making its return and giving local imbibers the chance to hit the Summer Solstice Ale Trail.
Introduced last year as a joint venture between Benchmark Brewing Company, BNS Brewing & Distilling Company and Societe Brewing Company, the “trail” used enticers to encourage beer tourists to visit all three businesses’ tasting rooms during the summer months. Each brewery handed out trail “passports,” small cards which staff at each brewery would stamp post-purchase. Trail trekkers who collected all three stamps were able to exchange their passports for a commemorative bar towel.
This year, Benchmark and Societe are back, but they’ve enlisted a new entrant into the San Diego beer scene to round out their trio—Fall Brewing Company. Located in North Park, it shortens the trail, keeping it among centrally located players within the City of San Diego. And instead of a towel, this year’s reward for a trio of stamps is a “commemorative pair of drinking socks that celebrate the classy side of San Diego beer.”
On June 9, the Ale Trail breweries will offer a free shuttle traversing the distance between their tasting rooms from 3 to 8 p.m. This year figures to see a number of out-of-towners participate in the promotion with it overlapping with the American Homebrewers Association’s annual National Homebrewers Conference, taking place at the Town and Country Resort from June 11-13. It also coincides with Societe’s three-week third anniversary celebration, Societe Three, which begins June 12 and runs until July 3. Passports will be available in early June and remain redeemable for footwear while the sock stock lasts.
