'Brew: The Museum' is a project slated to open in Pittsburgh in 2018 that aims to be the foremost location in North America for learning about and experiencing the history of beer.
Whereas, not too long ago, beer was considered little more than a vehicle for getting one's alcohol intake, the rise of the craft beer movement has helped people to understand the diverse potential that the wheat-based beverage has to offer. In the wake of that interest, Brew: The Museum hopes to be what the Rock and Roll Hall of Fame is for music enthusiasts: a destination location that people will travel to from all around North America.
The museum will house beer artifacts and a rotating set of exhibitions throughout its 50,000 square foot complex.
What's Driving This Trend
- Beer Tourism
- Brew: The Museum serves as an example of how museums can cater to beer enthusiasts and contribute to the beer tourism industry.
- Craft Beer Education
- Brew: The Museum provides an opportunity to educate people about the history of craft beer and potentially inspire a new wave of craft beer innovation.
- Experiential Learning Spaces
- Brew: The Museum's unique concept of combining traditional museum exhibits and experiential learning elements creates opportunities for similar spaces focused on other topics like food, wine, or spirits.
Who This Affects Most
- Museums
- Museums focused on food, wine, or spirits can look to Brew: The Museum as a model for creating engaging and educational exhibits for visitors.
- Craft Beer
- The craft beer industry can leverage Brew: The Museum's educational exhibits and events to attract a wider audience and educate people about the history and potential of craft beer.
- Tourism
- Beer tourism could be a significant growth opportunity as more beer-focused museums and experiences similar to Brew: The Museum open throughout the country and attract visitors interested in beer and its history.
