A Passport For Your Beer
There’s only one thing Minnesota beer enthusiasts love more than a good brew: a good cheap brew. So when a St. Paul startup created a booklet, offering 25 beers for $25, Twin Citians didn’t hesitate to jump on board.
Now in its fourth year, PubPass’ fan base has grown beyond the Cities. In 2015, the company launched in Milwaukee; a year later in Denver; and earlier this year, it launched in Tampa/St. Petersburg, Fla. Two to three more locations are in the works for this year, including one on each coast, according to Jake Nyberg, PubPass’ director of hype, otherwise known as director of marketing.
The concept is simple. Each year PubPass lines up a mix of 25 breweries and bars, and beer lovers purchase a passport-style booklet online for $25. The booklet is good until the end of the year and gets you one beer at each of the participating locations. Once the beer is redeemed, the pub uses its official stamper to stamp your booklet.
“We print a reasonable number of books, but we have to cap it for the bars and breweries,” says Nyberg. “We sold out of our 2017 passes in Minneapolis by December 10.” Passes for the upcoming year go on sale around Thanksgiving.
Surly, Insight and The Freehouse are a few of this year’s Minneapolis-St. Paul locations, although PubPass also tries to include under-the-radar hotspots.
Besides adding new locations, PubPass is working on an app as an extension to its booklet; it could be launched as soon as the first quarter of 2018. “It’s a natural extension, but we don’t want to rush it. There’s something about the tangibility of the booklet,” says Nyberg, “and we don’t want to cannibalize our product.”