Brew Central was a travel initiative launched in 2013 that branded the Central New York Travel Region as “America’s Craft Brew Destination.” As the project approached a decade in existence, ABC went to work on a major upgrade to the Brew Central web presence.
The new design took the latest trends into account, using the home page as a dynamic canvas for telling the story of the region – its location, its history, its communities and its unique collective of breweries, distilleries, cideries and wineries.
Drawing heavily on the Stories on Tap that introduce some of the personalities behind the brews, the website integrated the award-winning YouTube series of the same name, quotes from the brew makers and a spotlight on the lesser-known or up-and-coming brew businesses as well as trivia about the region and events.
Developers completely reimagined the Brewfinder interactive map, using a scrolling feature that identified the location along with a description and photo from each of the 100-plus producers in the area. Users can favorite locations to create an itinerary for their trip.
The centerpiece of the entire Brew Central campaign, the site was completely optimized for mobile with a focus on easy access to the Brewfinder for users on the go.