Louisville Ale Trail Partners with Kroger to Boost Craft Beer Tourism

Brewery Passports Now Available At Eleven Kroger Locations in Louisville-area

September 12, 2023 (LOUISVILLE, KY) – Louisville Ale Trail is excited to announce a partnership with retail grocery chain Kroger to begin retailing brewery passports at eleven Louisville Metro locations. This new retail partnership highlights the continued expansion and enthusiasm for craft beer in a region known traditionally for its bourbon. Passports are being distributed in partnership with TCG Continuum.

The Louisville Ale Trail brewery passport first launched in October 2020 and allows beer enthusiasts to explore the rich landscape of Louisville, KY taprooms, offering a self-guided experience through the world of Louisville beer. The current edition, which retails for $10.00 and features nearly thirty taprooms around Jefferson County, showcases the city’s burgeoning craft beer scene. Multiple rewards are offered to those who visit sixteen brewery taprooms, with additional rewards for those who visit all of them.

Passports are ready for purchase at Kroger Wine & Spirit Shoppe locations effective September 11th. The eleven participating Kroger locations include:

• Cliftboro Plaza (2200 Brownsboro Rd, Louisville, KY 40206)

• Highlands (2440 Bardstown Rd, Louisville, KY 40205)

• McMahon Plaza (3039 Breckenridge Ln, Louisville, KY 40220)

• Middletown (12501 Shelbyville Rd, Middletown, KY 40243)

• Cedar Springs (6910 Bardstown Rd, Louisville, KY 40291)

• Stony Brook (9080 Taylorsville Rd, Louisville, KY 40299)

• Woodlawn Center (291 N Hubbards Ln #130, St Matthews, KY 40207)

• Prospect Village (5929 Timber Ridge Dr, Prospect, KY 40059)

• Tyler Center (12613 Taylorsville Rd Ste 102, Louisville, KY 40299)

• Germantown (1265 Goss Ave, Louisville, KY 40217)

• Dixie (4915 Dixie Hwy Louisville, KY 40216)

"We are thrilled to partner with Kroger, a brand synonymous with community and quality,” said Michael Moeller, Louisville Ale Trail co-founder. “This partnership allows us to put the vibrant craft beer culture of Louisville in front of more people, inviting them to explore and enjoy what our local breweries have to offer."

The collaboration with Kroger marks a significant step in Louisville Ale Trail’s mission to make craft beer tourism an integral part of the cultural fabric of Louisville. The brewery passport, a booklet that directs tourists and locals alike to Louisville breweries and recommended beers, promotes not only the breweries but also neighboring local businesses, enhancing the overall tourism experience in the area.

"We at Kroger are always seeking ways to enrich the experiences of our customers and the communities we serve. Partnering with Louisville Ale Trail is a testament to our commitment to supporting local businesses and the thriving craft beer culture in Louisville," said Chris Blandford, Adult Beverage Category Manager at Kroger. "We’re excited to offer these brewery passports at our stores, giving both locals and tourists an accessible gateway to explore the diverse and vibrant beer scene our city has to offer."

For more information about this partnership or to learn more about Louisville Ale Trail and Louisville’s beer scene, visit www.louisvillealetrail.com.

About Louisville Ale Trail

Louisville Ale Trail serves to engage with Louisville tourists and residents about our local beer scene by encouraging city-wide tourism through the promotion of participating member brewery taprooms. To learn more, visit www.louisvillealetrail.com

About Kroger:

At The Kroger Co. (NYSE: KR), we are dedicated to our Purpose: To Feed the Human Spirit™. We are, across our family of companies, nearly half a million associates who serve over 11 million customers daily through a seamless digital shopping experience and retail food stores under a variety of banner names, serving America through food inspiration and uplift, and creating #ZeroHungerZeroWaste communities by 2025.