Upstate Ale Trail launches digital passport using LoyalBrew

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We are excited to announce the launch of the Upstate Ale Trail on LoyalBrew!

The Upstate Ale Trail is located in Upstate South Carolina, primarily encompassing the regions of Greenville, Spartanburg, and Anderson. The Ale Trail consists of 35 breweries. We spoke with Alissa Fuller of Hulsey Media about Hulsey Media’s interest and involvement in the Craft Beer Scene and the Upstate Ale Trail.

How did Hulsey Media get into the business of brewery promotion? 

We were fans of both the Asheville Ale Trail and the thriving brewery scene in Western North Carolina and when the opportunity came to take the reins from the previous owners for the Ale Trail, we jumped at the chance. Now, we are branching into other areas that are ideal for an Ale Trail publication, such as Upstate South Carolina with the Upstate Ale Tail.

What sparked the publication of the Upstate Ale Trail?

Frequent visitors to the Upstate ourselves, we recognized that the Upstate region of South Carolina has a booming brewery scene. With the number of breweries continuing to grow, we wondered if there was a resource guide for the Upstate, like our Asheville Ale Trail Field Guide for WNC. Since the Asheville Ale Trail is so popular among locals and visitors in Western North Carolina, we wanted to create a similar go-to guide specific to the Upstate. The feedback from the brewing community to create this was really positive, so we decided to publish the first edition.

There are three regions each passport covers. Tell us a little more about the can’t-miss places you recommend visiting while exploring each region of the Upstate Ale Trail?

It’s hard to choose just a few! Each brewery in the Upstate offers something different. In Spartanburg, RJ Rockers Brewing Company stands out. They are Spartanburg’s original craft brewery anchored in the downtown Grain District. They feature a fun and spacious taproom and restaurant, often hosting live music. On the way over to Greenville, you can’t miss the Southern Growl in Greer. They have a beautiful outdoor space and such fun merch! They also feature a full kitchen designed to pair with beer. In Greenville, Fireforge Crafted Beer is a must. Located in the heart of downtown, Fireforge is a local, family-owned, small-batch craft brewery and kitchen. They offer a variety of beverages along with their seasonally inspired and locally sourced menu. Electric City Brewing Co. is a unique find in Anderson. In addition to brewing beer, they brew and serve their own coffee produced in house. They also offer farm to table foods in their cozy, inviting taproom. 

Hulsey Media is using LoyalBrew to launch your Upstate Ale Trail passport program. What do you hope to accomplish with it?

We are hoping for the program to be a fun and easy way to get beer lovers more involved with the brewery community. Whether they’re a local who frequents their backyard breweries, or a first-time visitor to Upstate SC, we’re hoping that the digital passport will help consumers discover new breweries and create a memorable experience that goes beyond the beer.

If you already have a LoyalBrew account, all you need to do is login at to begin claiming stamps on the Upstate Ale Trail.