Brews Up #SummerSeries

Local craft beer conviviality consortium Brews Up’s message to San Diego suds fan this summer is “riddle me this.” The organization, whose mission it is to unite artisanal beer fans whiles also shepherding macrobeer drinkers to the world of craft beer options that exist in their own backyard, has developed a multi-faceted game-ination program that will take place over an eight-week period this summer. Going by the hash-tagged moniker #summerseries, the competition kicks off today (July 8) and, per Brews Up’s tagline, “all you have to do is drink craft beer.”

Well, maybe it’s not quite that simple. Here’s where the riddler catch phrase comes in. Each week, Brews Up will release a series of riddles through its Facebook, Twitter, and Instagram accounts, the answers to which will guide participants to local breweries. To win a prize, followers must solve the riddles, then head out to at least two of the corresponding breweries per week, using use web app Untappd to photographically check in at each location. (Untappd’s geolocating features will keep would-be cheaters from beating the system.)

Between now and September 2, Brews Up’s brainteasers will direct competitors to 60 breweries. Meet-up events will be held in coordination with some of the breweries involved. Those who check in to at least 16 of the correct venues will be entered into a drawing to win the grand prize, free VIP admission to a most unique type of beer festival, the Brews Cruise. Billed as San Diego’s first floating craft beer fete, it will be held on November 9, the last day of San Diego Beer Week. The grand prize winner will be randomly selected and announced on September 3.

Other prizes include general admission tickets to the Brews Cruise, a Brews Up membership, and merchandise from participating breweries. For more information, consult the Brews Up website.