Craft beer lovers across the United States have a unique way to commemorate their brewery visits, thanks to TagaBrew. Described by co-owner Jan Juliette as “like Pokémon with beer,” the collectible chain-and-charm system has gained popularity for connecting microbrewery enthusiasts and promoting local businesses.
TagaBrew began in 2016, conceived by Michigan couple Debbie and Jim Stewart. According to TagaBrew CEO Russ Juliette, the Stewarts’ initial attempt to collect growlers and pint glasses from each brewery they visited quickly became impractical due to their size and quantity. This led them to create the concept of memory tags — lightweight, metal charms unique to each brewery.
“Craft beer fans wanted something memorable from each brewery,” Juliette explained. “Now, almost 10 years later, we have 600 breweries in the TagaBrew trail, including 280 in Ohio. Toledo has become one of our best markets.”
Supporting Local Breweries
Toledo’s craft beer community has embraced TagaBrew, with about 90% of the region’s breweries offering the collectible tags. Juliette credits the area’s beer enthusiasts for their dedication to supporting local businesses and fostering collaboration among breweries.
“There’s a passion for supporting local breweries here,” Juliette said. “The camaraderie among breweries helps the industry grow as a whole.”
Customers begin their TagaBrew journey by purchasing a 27-inch chain at a participating brewery. Unique tags and charms can then be added from each location they visit, with a full list of participating breweries available on TagaBrew’s website.
Breweries Find Value in Participation
For brewery owners, TagaBrew has become a valuable marketing tool. Megan Perry, owner of 60cc Brewing in Toledo, joined TagaBrew shortly after opening her brewery three years ago.
“TagaBrew has a huge following and helps get your name out there,” Perry said. “It was a no-brainer to get involved.”
Perry’s brewery is part of the TagaBrew Veterans Mini Trail, which offers collectors a unique way to honor America’s armed forces. Participants can collect charms representing the five military branches and receive a special completion prize — a patriotic amulet featuring an eagle and the phrase “Land of the Free Because of the Brave.” Each purchase from the Veterans Mini Trail donates $2 to the American Legion of Ohio. The military charms will be available until February 14, 2025.
A Boon for Small Breweries
Patron Saints Brewery, another Toledo participant, was among the first in Ohio to join TagaBrew. Owner Aaron Grizaniuk praises the program for its ability to draw visitors to small breweries like his.
“The marketing concept is awesome,” Grizaniuk said. “TagaBrew brings beer enthusiasts to the area who often visit several breweries over a weekend. For a small brewery with limited advertising resources, it’s an invaluable way to reach new customers.”
TagaBrew continues to connect craft beer fans with local breweries, offering a fun and meaningful way to support small businesses while commemorating their beer adventures.
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