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Map highlights breweries, beer attractions throughout region


MILWAUKEE, WI - (June 20, 2018) – VISIT Milwaukee has created a new beer tourism map for southeast Wisconsin, highlighting 62 breweries, beer gardens, beer touring companies, and beer history sites throughout the region. The Original Brew City Beer Map was done in partnership with the Milwaukee Craft Brewery League, and sponsored by Lakefront Brewery, Pabst Brewery, and Malteurop malt company.

“This is a resource for locals and visitors, because Milwaukee is home to not only a booming craft brewing scene but also the history of beer inamerica,” said Megan Suardini, Vice President of Marketing & Communications for VISIT Milwaukee. “This comprehensive beer attractions map includes real Milwaukee beer experiences from drinking to tours, and was championed by both our sponsors and VISIT Milwaukee to highlight the density and richness of beer culture throughout our community.”

Over 500,000 maps will be printed and distributed across the country. The map includes the City of Milwaukee as well as beer attractions in Wauwatosa, Franklin, Oak Creek, West Allis, Waukesha, and beyond. Visitors and businesses can find the map at top tourist attractions, restaurants, hotels, breweries and beer sites, rest stops, and they can also order copies online at www.visitmilwaukee.org/brewcity.

A digital version of the map is also available online at www.theoriginalbrewcity.com.

Research from Longwoods International, a leading travel and tourism research firm, shows that breweries were in the top five activities engaged in by travelers on overnight trips to Milwaukee. Among day trips and overnights combined, breweries are ranked as top reason to visit the region; and approximately 11 percent of total overnight trips are due to beer tourism, compared to national average at 5 percent.

“Beer tourism is a huge reason why people come to our area. It was important to be as inclusive as possible with breweries, beer gardens, and historic sites because we want people to experience all of our regional beer culture,” said Suardini. “One of the best things about our breweries is that they encourage visitors to experience local neighborhoods outside of downtown, which has a huge ripple effect in the community in terms of business, jobs, and additional developments.”

The map will be unveiled at a Milwaukee Craft Brewers League Tap Takeover event hosted at Lakefront Brewery at 5 p.m. on Thursday, June 21. Admission to the event is free and open to the public.

About VISIT Milwaukee

VISIT Milwaukee is the Greater Milwaukee area’s convention & visitors bureau, marketing the destination as a top choice for business, convention, and leisure travel to national and international visitors to increase the economic impact of tourism in the region. Each year, tourism supports over 50,000 full-time jobs and brings in over $5 billion to the community.  VISIT Milwaukee has over 680 members, including hotels/motels, restaurants, attractions, services and area businesses. The City of Wauwatosa, Potawatomi Hotel & Casino and the Wisconsin Center Distr ict are strategic partners with VISIT Milwaukee, providing funding support for conventions and tourism programs.  For more information call 1-800-554-1448 or visit www.visitmilwaukee.org.