Asheville Crafts a New Beer Identity

In recent years, Asheville, North Carolina, has exploded into one of the craft beer capitals of the world. Buncombe County, of which Asheville is a part, is home to 24 breweries alone. This concentrated collection of alcoholic enterprise has prompted many a tourist to put out an ABV for Asheville aka “Beer City, USA.”

Today, the Tourists themselves got in on the act, with the announcement that they will suit up as the Beer City Tourists on June 2. This team’ll have some suds in their duds, but save your applause. Booze would be more appropriate.

beerIn the Tourists’ press release, which may have been written by their IPA announcer, the endeavor is explained and justified thusly:

The Tourists jerseys will display the customized print “BEER CITY” across the chest and their New Era caps will have a pint glass logo with the official Asheville “A” embedded on the pint glass. These unique jerseys will be auctioned off with proceeds going to the Asheville Tourists Children’s Fund which uses money to purchase shoes for needy children in Western North Carolina.

Asheville Tourists president Brian DeWine is also quoted in the release, yet it is not mentioned whether he will change his name to Brian DeBeer on June 2. Just wanted to pint that out.

Anyhow, Beer City t-shirts and (Pilsnerbox?) hats are already available in the Tourists’ team store. The former piece of apparel looks like this:


The Tourists are no stranger to beer-related promotions; they’ve always had a can-do spirit. The term “Thirsty Thursday” originated with the team, and they had it trademarked in 1995. I wrote an article about the team’s “Thirsty Thursday” legacy when I visited McCormick Field in 2013. Look, they’ve got a trademark and everything!


Anyhow, the “Beer City Tourists” promotion makes a nice complement to Bowling Green’s “Bootleggers” night. That bourbon-themed celebration is scheduled for July 16, almost six weeks after Asheville’s promotion, marking a rare instance in which the beer follows the shot.


For much more MiLB promo material, guaranteed to provide equal parts titillation, inspiration and edification, check out my new “Promo Watch” column on This week’s edition focuses on the Nashville Sounds’ new “Country Music Legends Race,” featuring tottering, inexplicably khaki-clad facsimiles of Reba McEntire, George Jones and Johnny Cash.

Nashville Sounds Country Music Legends Race 2016If there’s anything else you would like to know, or would like me to write about, then just ask. That’s what I’m here for.

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