Sponsored by the Little Rock Convention & Visitors Bureau (LRCVB) and North Little Rock Convention & Visitors Bureau (NLRCVB), the popular Locally Labeled in Greater Little Rock passport — a guide featuring local adult beverage makers, including craft breweries, wineries and a distillery that both visitors and residents can visit for tours and tastings — has grown from 10 to 14 participants since its launch.

In October 2015, Locally Labeled in Greater Little Rock began with seven local breweries, two wineries and one distillery. It was created to highlight the region’s growing artisanal craft beverage scene, and incent enthusiasts to visit participating venues by offering prizes for those who visit most or all locations. Since then, four new breweries have been added to the passport, bringing its total to 14. By packaging local makers in one convenient guide, residents and visitors can explore each outlet, get their passport stamped, and return it to the LRCVB’s River Market retail store for prizes: a custom sandstone coaster (visit 10 locations minimum), a “Drink Like a Local” t-shirt (visit 12 locations minimum), or both (visit all 14 locations).

People from 14 states have returned a passport. In addition to Arkansas, contiguous ‘drive market’ states include Texas, Oklahoma and Missouri. Others include Georgia, Maryland, Pennsylvania, and even Alaska.

“The popularity of culinary tourism continues to rise as people select their weekend activities, their extended vacations, and even their convention cities, based on unique and local experiences,” said Gretchen Hall, LRCVB President & CEO. “The fact that we’ve had Locally Labeled passports completed by people from 14 states is a reflection of that,” she added. “We have a burgeoning artisanal food and beverage scene, and we see no signs of it slowing any time soon. As more locals hone their craft, open businesses and produce great products, our destination’s profile as a “foodie” city will continue to escalade. More tourists mean more tourism-related jobs and more tax revenues, and that’s a winning proposition for all.”

Locally Labeled partners include:

1. Blue Canoe Brewing Co.
2. Core Public House (new partner)
3. Damgoode Pies Brewpub – River Market
4. Diamond Bear Brewing Co.
5. Flyway Brewing Company (new partner)
6. Lost Forty Brewing
7. Rebel Kettle Brewing (new partner)
8. Refined Ale Brewery
9. Stone’s Throw Brewing
10. Vino’s Brewpub
11. The Water Buffalo & Buffalo Brewing Co. (new partner)
12. An Enchanted Evening Winery
13. River Bottom Winery at BoBrook Farms
14. Rock Town Distillery

Although passports and trails are not new to the tourism industry (ale, bourbon and wine trails are offered in numerous cities and regions around the country), Locally Labeled is somewhat unique in that it includes all three, and partners have been very pleased with the success of the initiative. Most, if not all, involved in this artisanal/craft movement look for opportunities to collaborate and support one another. For some, this passport program has provided an additional level of exposure because it includes multiple types of adult beverages. For all, it’s been a fun cross-promotional experience they want to see continue and grow.

Locally Labeled in Greater Little Rock is for people 21 years of age or older. Passports are distributed at each participating venue, and at local and state visitor information centers. Additionally, they list transportation options, including Rock Region METRO, the Toddy Trolley, the Arkansas Brews Cruise and local taxi providers. Both the Little Rock and North Little Rock Convention & Visitors Bureaus advocate individual responsibility and safety. For more information, visit http://www.littlerock.com/things-to-do/locallylabeled.aspx .

Social media hashtags include #LocallyLabeled and #DrinkLikeALocal .