ALBUQUERQUE, N.M. — Visit Albuquerque has introduced a new digital craft beer trail aimed at spotlighting the city’s thriving brewery scene and drawing both residents and visitors to local taprooms.
Launched in April, the initiative features a free digital pass that guides users through a curated selection of 16 of Albuquerque’s most notable breweries. Participants can earn points for each location they visit, which can then be redeemed for prizes. The program allows for check-ins at up to two breweries every 24 hours.
“Albuquerque has a great beer scene, a really great craft beer scene. So it just felt like a really natural fit,” said Rachel Howard, director of marketing at Visit Albuquerque. “We really hope that the breweries on the pass do start to see more business and expose visitors and locals to some new breweries around town.”
Among the establishments featured on the trail is Sunday Service Motor Company, a hybrid brewery and coffee shop located at Fourth Street and Menaul Boulevard. The business, which opened in 2022, offers a unique combination of specialty coffee and craft beer, including standout brews like the No Brainer Coffee Porter.
Owner Kevin Anderson welcomed the opportunity to join the trail, viewing it as a way to introduce more people to his evolving operation.
“We are still new, so a lot of people either haven’t heard of us or haven’t come in a while after we’ve gone through quite a few changes over three years,” Anderson said. “We’re excited to see where this goes.”
While the program currently includes 16 breweries, Visit Albuquerque officials indicated plans to expand the list as interest grows. The trail represents a collaborative effort to strengthen the city’s local beer industry while offering visitors a dynamic and flavorful experience.
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