Sip, Support, Explore
ABOUT US
The Craft & Brew Passport was born from a simple idea: we needed a reason to get off the couch. What started as a personal mission to explore more of our incredible state quickly turned into a passion project—one that celebrates the artistry of craft beverages and the spirit of small, independent businesses.
We’ve always loved the creativity and care that goes into a great brew—whether it's coffee, beer, cider, wine, or spirits. But more than that, we love discovering the places and people behind them. The Craft & Brew Passport is our way of combining that love with a beautifully designed, tangible product that inspires others to step out of their routines and into new experiences.
This isn’t just about drinks—it’s about community, connection, and supporting local makers who put their hearts into everything they do. Our state is known for its ingenuity and craftsmanship, and this passport is your invitation to taste it, explore it, and fall in love with it all over again.
So grab your passport, take the scenic route, and cheers to the journey.
What We Stand For
Our books are printed by Scout Books, In collaboration with Future Forests
Our forests play an important role in keeping our planet healthy for future generations. We’re committed to using only 100% recycled papers, so no trees are harmed when we make your passports…but we can do more! Our Future Forests initiative aims to be tree-positive by planting a tree for every order. It’s a small step that can have a big impact for a greener tomorrow and another way that our printer, Scout Books, is making the world a better place — one tree at a time.
Our Strategic Priorities: Moving Forward
1. Expand the Passport Universe Goal: Evolve the product from a single-industry offering to a robust, multi-industry discovery tool. Introduce new editions: Wineries, Distilleries, Cideries, Coffee Roasters, Farm Markets. Create bundled or seasonal editions (e.g. “Harvest Edition,” “Holiday Spirits Passport”). Develop a digital companion app for check-ins, geolocation, and special deals.
2. Deepen Industry Partnerships Goal: Build long-term collaborations with craft beverage makers and related small businesses. Partner with local guilds (brewer’s guilds, wine alliances, distillers’ associations). Offer value-added promotions for businesses (e.g., cross-promotion, events, co-branded content). Host a quarterly spotlight series on participating venues to drive direct traffic.
3. Market Penetration in Adjacent Craft Niches Goal: Tap into communities that align with the craft lifestyle. Launch test campaigns with indie coffee shops, artisan bakeries, and food trucks. Create “Craft Trails” that blend categories (e.g., Wine + Cheese, Beer + BBQ, Spirits + Jazz Nights). Seek collaborations with lifestyle brands (e.g., local clothing boutiques, vintage shops, etc.)
4. Elevate Brand Awareness Goal: Position Craft & Brew Passport as the go-to tool for local exploration. Strategic ad buys in niche print (Edible Jersey, local zines) and digital (Brewbound, Instagram). Partner with travel influencers and regional content creators. Host launch events or passport pick-up parties in collaboration with participating businesses.
5. Strengthen Community & Loyalty Goal: Turn passport holders into passionate brand advocates. Launch a Passport Club with perks (merch, giveaways, birthday specials). Collect and showcase user-generated content. Reward engagement with a tiered badge or milestone system (e.g., “5 Wineries Visited” pin).
6. Track, Learn & Improve Goal: Use data to refine the product, scale operations, and demonstrate value. Track redemptions and engagement to show ROI for partners. Implement feedback loops via short surveys or QR codes. Regularly assess edition performance and sunset or expand accordingly.