This week, the Original 40 Brewing Company partnered with the track cycling association San Diego Velodrome for their new release Go Fast Turn Left, a hoppy pale ale (Cashmere and Mosaic hops) that is 5.1 percent ABV with tasting notes of blueberry, stone fruit, and wildflower blossoms. But this beer isn’t the only way Original 40 Brewing connects to the cycling community.
“Original 40 is proud to continue its support of San Diego’s bicycling community,” said Head Brewer Kyle Fjalstad. “This beer should be a refreshing post-ride option, especially as the weather warms up this spring. It has a smooth yet assertive hop profile.”
Mega Chill Rides
Last December, Original 40 launched monthly Mega Chill Rides on the first Tuesday of every month. Original 40 beertender Preston Bewley leads a roundtrip ride to a different bar or brewery, and riders have a chance to win raffle prizes upon returning to Original 40. After returning to Original 40, there is also a late-night happy hour beginning at 8:45 p.m. with food specials and $5 select beers.
The Mega Chill Ride this month took riders to the aforementioned San Diego Velodrome, an oval track cycling venue off Pershing Drive, “creates an accessible, safe community that welcomes riders, racers, and enthusiasts of all ages,” according to its website. The track is less than two miles from the brewpub.
Why we like it
The Mega Chill Rides concept is the Marketing Idea of the Week. It is a recurring event that gets folks out to the taproom (but not too recurring as to be a burden) that doesn’t just involve drinking a new beer. Promoting activity alongside having a cold one helps some customers justify leaving their house. It’s also a great way to debut new beers, especially those in partnership with cycling groups, or as fundraisers for the community. And it all fits within the Original 40 Brewing ethos and brand identity.
More on Mega Chill Rides
Mega Chill Rides have used Pershing Bikeway, which runs along Pershing Drive and celebrated its grand opening last summer. SANDAG says Pershing Bikeway improves north-south connectivity and enhances access to Balboa Park for people who bike, walk, or roll between North Park and Downtown San Diego.
Original 40 last week introduced a monthly fundraiser for BikeSD, which “promotes everyday riding and advocates for safe bicycling infrastructure and complete networks.” Original 40 donates 10 percent of all sales from 6:00 – 8:00 p.m. on the fourth Monday of every month.
“Original 40 is a conduit for the bicycling community and great craft beer,” said the brewpub’s founder, Steve Billings. “Both are a part of the fabric of America’s Finest City, and we are happy to play even a small role in connecting the two.”
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