Lincoln's new tourism campaign is aimed at a decidedly different audience.
The Lincoln Convention and Visitors Bureau on Monday announced the 2017 Lincoln Craft Beer Tour, which encourages people to participate in the city's growing craft beer scene.
It will replace the "Be a Tourist in Your Hometown" promotion.
That promotion, which has been around for the past 13 years, had "kind of run its course," said Jeff Maul, executive director of the Convention and Visitors Bureau.
With the new promotion, the organization is looking to capitalize on the the interest in craft beer both locally and nationally, Maul said.
"Craft beer tourism nationally is as strong as it's ever been," he said.
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On a more local level, Nebraska ranks among the fastest-growing markets in the country for craft beer, "and Lincoln is at the epicenter of that growth,” Maul said.
Nine new craft breweries opened in Nebraska in 2016, according to the Brewers Association, and there are now 42 statewide. That number is more than twice what it was in 2012.
In Lincoln, three new craft breweries have opened in the past year, and a fourth is planning to open soon. In addition, a couple of breweries have expanded in the past year.
To participate in the craft beer tour, people over age 21 can pick up a tour booklet and souvenir bottle opener at the Lincoln Visitors Center at Seventh and P streets.
There are nine locations on the tour, and people who visit all nine by the end of the year will qualify for a free or discounted pint at each location.
The breweries participating are: Backswing Brewing Co., Blue Blood Brewing, Boiler Brewing Company, Ploughshare Brewing Company, Schilling Bridge Cork & Tap House, Zipline Brewing, Granite City, White Elm and Code Beer Company, which plans to open soon.
“We anticipate this annual event will gain regional and national followers and attention as our award-winning breweries continue producing some of the finest craft beer in America,” Maul said.
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On Twitter @LincolnBizBuzz.