Thirst Colorado 2015-2016 Media Kit by The Publishing House

SERVING UP THE COLORADO LIFESTYLE

MEDIA KIT 2015/2016

WHAT’S BREWING? Craving continues for Colorado’s crafters

DEMOGRAPHICS & DISTRIBUTION

EDITORIAL CALENDAR Here’s what’s on tap

Cr 2015 AWARD WINNING BREWERY See what all the “hops” is about!

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he thirst for Co beer is stronger the glass appea in the months and ye The Colorado Bre (coloradobeer.org) lis breweries in operation Centennial State, alth has crested 200 in the seems to increase alm “It’s more accepted mainstream,” said Ch founder and brewmas City Brewery in Gold more knowledge and general public. It’s no The Brewers Guild formed in 1995 as a n association for the Co brewing industry, boa industry brings $446 Colorado economy ea From Rockslide in to New Belgium Brew

ColoradoCraftandSpirits.

Craft becoming beer ‘mainstream’ in Colorado

MEDIA KIT 2015/2016

By Dennis Pleuss

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or Colorado’s craft onger than ever and ppears at least half full nd years to come. o Brewers Guild g) lists 180 craft ration in the , although the number n the past year. It e almost weekly. epted now. It’s more d Charlie Sturdavant, wmaster at Golden Golden. “There is and acceptance by the ’s not just a fad.” Guild, which as a non-profit trade he Colorado craft , boasts that the $446 million into the my each year. de in Grand Junction, Brewing Co. in Fort

Collins, to Shamrock Brewing in Pueblo, an in-state road trip offers an incredible variety of craft beers. Statistics from 2013 compiled by the Brewers Association (brewersassociation.org) reveal how significant Colorado’s craft beer industry rates on a national scale. • In 2013 Colorado had 175 craft breweries, ranking Colorado fourth in the nation with 4.7 breweries per capita (per 100,000 21+ adults). • 1,413,241 barrels of craft beer were produced in 2013, placing Colorado third in the US. Economic impact is also momentous. According to the Brewers Association’s 2012 statistics, Colorado’s craft brewing industry ranked second

What’s Brewing? 6 Craving continues 8-9 Events

nationally per capita behind Oregon. SERVING UP THE COLORADO LIFESTYLE “Once you get people to taste micro-brewed styles of beer they have a hard time going back to the domesticstyle lager,” Sturdavant said. Charlie and wife Janine Sturdavant, both geologists, founded Golden City Brewery in 1993. Just up the hill from the second largest brewery by volume in the United States, Golden City Brewery began producing Germanstyle ales using dairy tanks. “I turned a hobby into a business,” said Sturdavant, who worked at Henderson molybdenum mine in Empire and was a home brewer for three years before launching Golden City Brewery. More than 20 years later, “the second largest brewery in Golden,”

Editorial Calendar 5 Here’s what’s on tap

Demographics & Distribution 10 The client 11 Available here

Spirits.com 2015/2016 Media Kit ThirstColorado.com

2015/2016 Media Kit

& & COL RAD & & Craft

LIBATIONS BEYOND

Who’s sucking up the suds?

The Colorado lifestyle is driving our thirst The beauty of Colorado’s beer boom is its limitless boundaries. From 21-year-olds who might be getting their first taste of alcohol to 75-year-olds who want to try something new, the proliferation of beer brewing has attracted large crowds. However, for those hoping to capture that market with targeted advertising, it’s easy enough to narrow it down with a few stats. From the Great American Beer Festival, we’ve learned that 70 percent of attendees are age 25-44. From the U.S. Census Bureau we’ve learned that 38 percent of Coloradans age 25 and older have earned at least a bachelor’s degree. And from several sources we’ve learned that Colorado is tops, or near the top, when it comes to fewest residents with obesity – we are bat-guano crazy for physical activity. We hike, bike, climb, board, ski, boat, fish and generally enjoy the outdoors like no others. No wonder our youngish residents with expendable incomes are so incredibly thirsty. They are driving up sales for craft brewers in an overall market that is flat. The Brewers Association in Boulder reports craft brew sales accounted for 7.8 percent of the market in its latest report and double-digit increases have been the norm in recent years. Soon the state will have as many breweries as municipalities (270). The talk among beer experts is whether the craft industry will begin to cannibalize itself. Capitalism and cannibalism often cross paths. Although possible, the talk among people who live, work and play in Colorado is whether another brewery or distillery might open in their neighborhood so they can stop by when returning home from their bike ride. Here’s to thirst never quenched! Joe Ross Associate Publisher & Editor

Spir

Publisher Paul Johnson paul@thirstcolorado.com

Craft

Editorial Director Joe Ross joe@thirstcolorado.com

Spir

THIRST

Account Executive Colorado Maggie Swift maggie@thirstcolorado.com

Design & Layout Michele Garner michele@thirstcolorado.com Editorial Assistants Elyse Hahn Contributors Casey Cisneros, Steve Graham and Dennis Pleuss For advertising and editorial information, please contact Joe Ross at 303.428.9529 Ext. 227 or email joe@thirstcolorado.com

Thirst Colorado

is produced by The Publishing House, a division of Colorado Word Works, Inc. The Publishing House also produces Colorado Performing Arts Publications, serving arts venues along the Front Range. 7380 Lowell Blvd., Westminster, Colorado 80030 303.428.9529

ThirstColorado.com Drink up life in large amounts, but restrict your alcohol consumption. We do not endorse or support excessive drinking. Thirst Colorado is published four times a year by The Publishing House, 7380 Lowell Blvd., Westminster, CO 80030. © The Publishing House, 2015. All rights reserved. Printed in U.S.A. Except where noted, the content of Thirst Colorado is the property of the magazine and should only be reprinted with permission. Thirst Colorado is not responsible for false or misleading claims made in advertising or editorial materials published herein.

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2015/2016 Media Kit

2015/2016 EDITORIAL CALENDAR

FALL 2015

Great American Beer Festival Sizzling seasonals Season greetings, gifts, pairings & seasonals

WINTER SPRING SUMMER 2016 2016 2016

Winter plans along the Front Range Cheers to ski country Events calendar

Events calendar

Grand openings

Living life outdoors

Testing the tap houses

Getaways – Let’s meet in ….

Photographic memories

Festival season

Events calendar

DIGITAL OPPORTUNITIES

Stay tuned for website and App updates

ThirstColorado.com

2015/2016 Media Kit

Craft becoming beer ‘mainstream’ in Colorado

By Dennis Pleuss

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he thirst for Colorado’s craft beer is stronger than ever and the glass appears at least half full in the months and years to come. The Colorado Brewers Guild (coloradobeer.org) lists 180 craft breweries in operation in the Centennial State, although the number has crested 200 in the past year. It seems to increase almost weekly. “It’s more accepted now. It’s more mainstream,” said Charlie Sturdavant, founder and brewmaster at Golden City Brewery in Golden. “There is more knowledge and acceptance by the general public. It’s not just a fad.” The Brewers Guild, which formed in 1995 as a non-profit trade association for the Colorado craft brewing industry, boasts that the industry brings $446 million into the Colorado economy each year. From Rockslide in Grand Junction, to New Belgium Brewing Co. in Fort

Collins, to Shamrock Brewing in Pueblo, an in-state road trip offers an incredible variety of craft beers. Statistics from 2013 compiled by the Brewers Association (brewersassociation.org) reveal how significant Colorado’s craft beer industry rates on a national scale. • In 2013 Colorado had 175 craft breweries, ranking Colorado fourth in the nation with 4.7 breweries per capita (per 100,000 21+ adults). • 1,413,241 barrels of craft beer were produced in 2013, placing Colorado third in the United States. Economic impact is also momentous. According to the Brewers Association’s 2012 statistics, Colorado’s craft brewing industry ranked second

nationally per capita behind Oregon. “Once you get people to taste micro-brewed styles of beer they have a hard time going back to the domesticstyle lager,” Sturdavant said. Charlie and wife Janine Sturdavant, both geologists, founded Golden City Brewery in 1993. Just up the hill from the second largest brewery by volume in the United States (MillerCoors), Golden City Brewery began producing German-style ales using dairy tanks. “I turned a hobby into a business,” said Sturdavant, who worked at Henderson molybdenum mine in Empire and was a home brewer for three years before launching Golden City Brewery. More than 20 years later, “the second largest brewery in Golden,”

TOP 5

CLOSEST...

BREWERIES AFTER A RIDE OR HIKE AT CENTENNIAL CONE

BALL CREEK – 11 miles, 1 > CANNON Golden ALLEY – 12 miles, 2 > DOSTAL Central City TOAD – 12 miles, 3 > MOUNTAIN Golden

4 > GOLDEN CITY – 12.5 miles BARRELS & BOTTLES – 12.5 miles,

5 > Golden

Map from Colorado Brewers Guild’s – www.coloradobeer.org

“...the number of craft breweries has crested 200 in the past year.”

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Pale Ale and Lookout Stout has long admired John Hickenlooper, current governor of Colorado, who started the Wynkoop Brewing Company in 1988. While it took a handful of years before Golden City Brewery turned a profit, Sturdavant stayed true to his goals and provided a training ground for future craft brewery owners and brewmasters. “I’ve spawned a few entrepreneurs who have passed through Golden City Brewery over the years,” he said. Jeff Griffith (Fate Brewing in Boulder), Chris Asher (Asher Brewing in Boulder), Rick Abitbol (Brewery Rickoli in Wheat Ridge) all cut their teeth at Golden City before setting out on their own. “I want to have (employees) who are ambitious and want to do their own thing later on,” Sturdavant said. Colorado’s craft beer seed has now spread to Nepal, thanks to Sturdavant, who recently spent four months there helping to build a brewery. Back in Colorado, the industry is even motivating beer drinkers to exercise. The Rocky Mountain Brew Runs (rockymountainbrewruns.com) is a

Image

as its tagline declares, has expanded production in the same location with its welcoming taproom and popular beer garden. People flock to the neighborhood attraction for conversation, rather than big screens and thumping tunes. “A geologist needs to know biology, chemistry and physics. That’s what you need to know to be a brewer, too,” Sturdavant said. “Like all things I take a fascination with – I study it intensely.” The creator of Golden City Brewery’s Legendary Red Ale, Mad Molly’s Brown Ale, Evolution India

com

spring/summer series of 12 Colorado micro-brew tours and informal 5K runs. And the biggest, boldest event – the 2015 Great American Beer Festival – is scheduled for Sept. 24-26 at the Colorado Convention Center in Denver. Colorado hosts the annual festival and competition that brings together brewers from all over the nation. Dennis Pleuss is a freelance writer and Jefferson County resident.

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2015/2016 Media Kit

EVENT CA

SEPTEMBER-DECEMBER 2015

well as local musicians and performers from the 2nd Avenue Stage. A variety of artisanal food and beverages are available as well.

www.durangoarts.org

OCTOBREWFEST SEPTEMBER 25-26, 2015 Greeley

Music and a wide variety of regular and specialty brews and foods will be available from more than a dozen vendors. Octobrewfest is a familyfriendly event and offers a great children’s area.

www.colorado.com/events/octobrewfest

OCTOBER TOUR OF THE MOON CYCLING CLASSIC OCTOBER 3, 2015

Considered one of the premier recreational road rides in the western United States.

www.tourofthemoon.com

DOWNTOWN BOULDER FALL FEST SEPTEMBER 18-20, 2015 BOULDER

Celebrate autumn with this three-day festival featuring food, booze and music. In addition, a children’s carnival and more

SEPTEMBER TELLURIDE BLUES & BREWS FESTIVAL SEPTEMBER 18-20, 2015 Telluride

Blues & Brews is a three-day celebration of live music and microbrews held at Telluride Town Park.

www.tellurideblues.com

7TH ANNUAL STEAMBOAT OKTOBERWEST SEPTEMBER 18-19, 2015 Steamboat Springs

Celebrate the season at a Steamboat-style Oktoberfest including Rocky Mountain beer, local food specialties and festivities unique to Steamboat Springs.

www.steamboat-chamber.com

DOWNTOWN BOULDER FALL FEST SEPTEMBER 18-20, 2015 Boulder

Celebrate autumn with this three-day festival featuring food, libations and music. In addition, a children’s carnival and more than 30 artisan booths will be available.

www.boulderdowntown.com

than 30 artisan booths will be available to keep every age group entertained. Visitors can look forward to CU’s band and cheerleaders, who will fill the air with fun. www.boulderdowntown.com

2015/2016 Media Kit

Purchase a pumpkin from the pumpkin patch and sip on locally brewed seasonal beer from the Estes Park Brewery to help support the local non-profit organization, Families for Estes.

www.visitestespark.com PEDAL THE PLAINS SEPTEMBER 18-20, 2015

Pedal The Plains is Colorado’s end-of-season cycling bash and the ideal tour for riders of all speeds and ages. PTP includes barbecues, on-route tours of working farms, historic sites and live music.

www.pedaltheplains.com PARKER OKTOBERFEST SEPTEMBER 18-20, 2015 Parker

Authentic German heritage is the theme, and this year the focus is on authentic beer and foods. Vendors will also sell their wares.

www.parkeroktoberfest.com DENVER OKTOBERFEST SEPTEMBER 19-21 AND SEPTEMBER 26-28, 2015 Denver

Larimer Street in Denver’s Historic Ballpark Neighborhood is transformed for two weekends in September.

www.thedenveroktoberfest.com

DURANGO AUTUMN ARTS FESTIVAL SEPTEMBER 19-20, 2015 Durango

The festival showcases up to 90 fine artists and fine craftspeople from around the country, as

ThirstColorado.com

PUMPKINS & PILSNERS FESTIVAL OCTOBER 17, 2015 Estes Park

What about your event?

Let’s work together to shine a light on your gathering. From 5Ks and marathons to road races and art festivals, we will feature fun events that attract Colorado’s active residents. Up to

ALENDAR

SEPTEMBER-DECEMBER 2015

BRECKENRIDGE CRAFT SPIRITS FESTIVAL: STILL ON THE HILL OCTOBER 23-25, 2015 Breckenridge

Craft distillers each year gather in Breckenridge for the Craft Spirits Festival, which features a grand tasting, restaurant specials, a downtown pub crawl and historic saloon tours.

www.breckenridgecraftspiritsfestival.com FALL BACK BEER FESTIVAL OCTOBER 31, 2015 Estes Park

100+ beers being poured by the brewers themselves from 30+ Colorado breweries, seminars, and live music from Colorado bluegrass and rockabilly bands.

www.fallbackbeerfest.com

NOVEMBER ALL COLORADO BEER FESTIVAL NOVEMBER 7, 2015 Colorado Springs

November’s biggest beer festival is back for an eighth year. Up to 70 Colorado-only breweries participate in this event in Colorado Springs.

www.allcoloradobeerfestival.com

a dozen festivals are scheduled throughout Colorado every week and we’ll highlight as many as possible in the magazine and online. For consideration, send submissions to joe@thirstcolorado.com.

BEERADVOCATE’S ANNUAL WINTER WARMER PUB CRAWL DECEMBER DENVER

The annual Winter Warmer Pub Crawl will warm up beer enthusiasts from across the Front Range. They will be stopping for two hours at MILE HIGH UNITED WAY TURKEY TROT THURSDAY, NOVEMBER 26, 2015 Washington Park, Denver

This Thanksgiving four-mile foot race and onemile family fun run raises funds for United Way.

www.unitedwaydenver.org

CHEF N’ BREW FESTIVAL 2015 NOVEMBER 2015 Denver

The region’s most talented chefs and brewers square off against each other in a pairing competition.

2015 ALL COLORADO BEER FESTIVAL NOVEMBER 7, 2015 Colorado Springs

The state’s best breweries will bring it to a frothy head at this festival.

ANNUAL HOLIDAY FOOD & GIFT FESTIVAL NOVEMBER 2015 Colorado Convention Center, Denver

A holiday celebration of unique gifts, handmade goods and gourmet delights.

Have an event you would like to get into Thirst Colorado? Send submissions to joe@thirstcolorado.com for consideration. © heysues23 / DollarPhotoClub.com

a time at each location. With an ever-growing number of crafters downtown, the list of stops could grow this year. Past participants included Great Divide, Star Bar, Jagged Mountain, Falling Rock, River North and many others. Stops will be announced soon.

DECEMBER BEERADVOCATE’S ANNUAL WINTER WARMER PUB CRAWL DECEMBER - DATE TO BE DETERMINED Denver

The annual Winter Warmer Pub Crawl will warm up beer enthusiasts from across the Front Range. They will be stopping for two hours at a time at each location. Stops will be announced soon.

FORT COLLINS FESTIVUS DECEMBER - DATE TO BE DETERMINED Fort Collins

Expect a smattering of Fort Collins breweries, food, music, and surprises to make this year’s festivities impossible to miss.

www.focofestivus.com

DENVER BEER FESTIVUS DECEMBER - DATE TO BE DETERMINED Denver

A beer festival for the rest of us that features 30-plus Denver-only breweries. Additionally, countless food, music and surprises will make this year’s festivities impossible to miss.

www.denverbeerfestivus.com

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2015/2016 Media Kit

Demographics

AGE 17%

31%

10%

39% 25-34 = 39% 35-44 = 31% 45-54 = 17%

70 percent of attendees at the Great American Beer Festival were age 25-44.

Discovery of new beers is popular with 93 percent of imported beer drinkers and 84 percent of craft beer consumers.

HOUSEHOLD INCOME

– From craftbrewingbusiness.com

drinkers indicate that they would try more craft beers if they knew more about them.

38% % OF READERS

Forty-five percent of craft beer

55+ = 21-24 = 3%

48%

11%

DOLLARS $0-34K $35-59K $60-109K

$110K +

ACTIVITIES RESIDENTS ENJOY

More than 90 percent of brewers reported participating in fundraising and charitable events, and more than 60 percent indicated employee volunteerism. While these contributions are largely intangible and cannot fully be quantified, they reveal Colorado craft brewers’ and brewpubs’ continued participation in, and commitment to, their local community. – March 2014 by The Leeds School Of Business at The University Of Colorado Boulder for the Colorado Brewers Guild, coloradobeer.org

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2015/2016 Media Kit

93%

80%

68%

63%

62%

• Pubs and breweries: 93% • Travel and vacationing: 80% • Dining out: 68% • Camping and hiking: 63% • Sporting events: 62% • Homebrewers: 61% • Live music and concerts: 60% – From 2014 Great American Beer Festival Statistics greatamericanbeerfestival.com

Distribution Wyoming

Nebraska Steamboat Springs

Fort Collins Loveland

Greeley

Longmont Boulder Summit County

Utah

Vail Aspen

DENVER-METRO AREA Castle Rock

Grand Junction

Kansas

Colorado Springs

Pueblo

Durango

Arizona

Trinidad

New Mexico

Oklahoma ÂŠ juan35mm / DollarPhotoClub.com

25,000 copies of the magazine are distributed in Colorado with a big splash in Denver. Thirst Colorado Magazine is distributed at brewpubs, distilleries, restaurants, sporting goods shops, outdoor gear shops, bike shops and other places we like to hang. If you know of a shop that would like to throw a few copies on the counter, please send a note to joe@thirstcolorado.com. Weâ&#x20AC;&#x2122;ll try to abide.

ThirstColorado.com

2015/2016 Media Kit

Coloradoâ&#x20AC;&#x2122;s premier quarterly magazine, focusing on LOCAL lifestyles, breweries, distilleries and events.

ING UP THE V R E

CO LO

R A D O L I F E ST Y

ThirstColorado.com CONTACT US: 303.428.9529 | 7380 Lowell Blvd., Westminster, CO 80030 | maggie@thirstcolorado.com