Kentucky breweries' marketing gets back to 'brewgrass' roots

Local beer brewers in Danville, Kentucky, have found a new marketing angle to draw in tourists and compete with the state's bourbon market, the Advocate-Messenger reports.

A coalition of breweries have signed on to be part of "The Brewgrass Trail," which lists a number of local establishments that are located across the Bluegrass state. 

"Marketing to the growing 'beer tourist' segment has shown great promise and is seen in the exploding growth of breweries, specialty shops and craft beer bars across the Bluegrass," Adam Johnson, executive director of the Danville/Boyle County Convention and Visitors Bureau, told the newspaper. "Our hope is to make things easier for the culinary traveler to find these uniquely Kentucky beer spots with this website and social networking campaign."

The trail's website lists a number of independent brewers, many of which are located in Lexington. It also offers directions for the wandering beer tourist and links to its social media sites - Facebook, Twitter and Tumblr.

Content marketing is becoming an increasingly popular and effective tactic in the advertising industry, and the Brewgrass Trail is doing anything but falling off the bandwagon. It's website features a news feed with updates about the latest happenings in the Kentucky microbrew industry.