For southern Alberta craft beer enthusiasts, there are eight epic craft breweries along the Highway 3 Ale Trail, which is a classic example of collaboration and awesome brews, thanks to amazing growing conditions and local ingredients, that really set the variety of beers a part.
“This is a direct collaboration between Lethbridge, Medicine Hat and Crowsnest Pass. It isn’t competition, it is pure collaboration, where we’re trying to bring people to the entire region and not one specific area,” says Dominika Wojcik, senior director of communications for Tourism Lethbridge.
The Highway 3 Ale Trail includes The Pass Beer Company in Blairmore, Oldman River Brewing in Lundbreck, the Stronghold Brewing Company in Fort Macleod, Theoretically Brewing and Spectrum Ale Woks in Lethbridge and Travois Ale Works, the Medicine Hat Brewing Company and Hell’s Basement Brewery in Medicine Hat.
Travel Alberta was helpful in kick-starting a connection between the Destination Management Organizations, which includes Tourism Lethbridge.
“The Highway 3 corridor has been named one of the top tourism priorities in Alberta. This comes from the fact we are in a prime location and there’s already so many people coming to our area. We just need to bring them down a little bit further. We have so much between this region that people can see and extend their stays for multiple days,” says Wojcik. “It’s been amazing.”
“Once they’re here, they’re ready to see more. We know when you’re drinking, you have to think responsibly and about an overnight stay or have a proper ride. I think a lot of people, when they’re planning the Highway 3 Ale Trail, a lot of what they’re doing is planning more in what they can see. Whether they’re here in Lethbridge, they’re also going to check out the other attractions we have. And if they’re travelling to Medicine Hat or Crowsnest Past, they’re doing the same thing there,” notes Wojcik.
According to Wojcik, the economic impact from the Highway 3 Ale Trail is huge. “Because it’s not just the breweries seeing it, it’s everything along the way.”
There’s also hope new breweries will pop up in southern Alberta. “We’re always waiting for more,” says Wojcik. “On top of that, we’re also working at adding a ninth, which is our Little Gem Winery. While it’s not necessarily beer, they do offer cider. We know not everyone is a beer drinker, so maybe throwing something like Little Gem into the mix will allow everybody to be able to enjoy the Highway 3 Ale Trail.”
Wojcik adds because the breweries use local ingredients, the Highway 3 Ale Trail is more than just beer. “It’s experiencing the local culture and farm-to-table food experience.”
“No matter which direction you travel on the Highway 3 Ale Trail, you’re in for a refreshing trip.” Remember not to drink and drive and have a designated driver.
