"We [Brown] rep a lot of Florida breweries, and we really just kind of wanted to help spread the word and make people aware," says Salz-berg. "A lot of people don't even know there are local breweries in Florida. We're fortunate that there's a lot of really great beer being made in Florida. For about ten years, we've kind of been behind the rest of the country, and we're finally starting to get some momentum."
Although the guys have a small marketing budget through Brown, the campaign is primarily grassroots. It's being built from the ground up by local restaurants, bars, and markets.
They try to stay local in all of their output, from hiring a Jacksonville-based artist for the logo design to buying Tampa-made branded pint glasses.