Why Every Vineyard, Brewery, and Cider Mill Should Sponsor a 5K Race

While staying near Charlottesville, Virginia, we decided to sign up for a 5k/10k trail race. It had been raining for much of the week, so we knew it would be a pretty muddy event. But what better way to ensure your son continues to love running than taking him somewhere that he can get super mucky and dirty?

The trail race took place at a gorgeous cider mill in the rolling hills of Virginia’s horse country. The scenery was great, but so were the other perks. At the end of the race, all the finishers over the age of 21 were treated to a free glass of hard cider from the race’s host – Castle Hill Cider. And let me tell you, I’m completely down with running any race that gives away freebies like that.

Running culture pairs nicely with viticulture 

This recent trail race got me to thinking about some of the races out there with similar perks.

My best friend and I ran the Oregon half marathon a few years back. It started and ended at a winery in the Willamette Valley. And, of course, there was free wine at the finish line too.

Finn and I ran a trail race series in Maine sponsored by Shipyard Brewing. They had a free can of beer for every race finisher. Since Finn was too young to claim his beer, I had to ‘take one for the team’ and drink both beers… (Yeah, I’m a dedicated mom like that!)

In fact, there tons of races out there sponsored by wineries and breweries. But, most of these races seem to be half-marathons and marathons in traditional wine regions. Not everyone has the time or ability to train for such a long distance race.

Additionally, these longer races often entail traveling to destinations like Napa Valley or France. Don’t get me wrong.  I love visiting these breathtaking locales, but your race quickly turns to a costly proposition when you have to add airfare, hotel, and meals into the mix.

There’s no reason we should have to limit ourselves with these options.  So, I’m hear to sound the call to action.

Going small and keeping it local

This decade’s mindset seems to be about going smaller. Less is more. Minimalism is in. Millennial consumers want local, organic, or hand-crafted items.

So it’s no surprise that craft brewing is all the rage these days. New microbreweries seem to be popping up in every town we visit.  Small vineyards and cider mills are also on the rise.

The brewers and vintners in these niche markets boast how smaller production allows them to focus on the quality of their product. For them, it’s about showcasing the best local ingredients, and supplying their neighbors and friends with a great experience.

So it makes sense that these smaller artisans should be pairing up with smaller, local races. After all, there’s nothing more grassroots in the running community than the local 5k race.

These shorter local races attract all types of the runners. You might see young high school track athletes trying to achieve a personal best time. But, there’s also moms pushing their toddlers in race strollers.  As well as plenty of ordinary folks striving toward that New Year’s resolution of running their very first 5k.

The field of runners at a small 5k may be diverse, but their common denominator is they all are generally from the local area. And what better way to introduce your craft product to the community than to sponsor a 5k where you’ll be greeted by enthusiastic (and thirsty) consumers?

Ok, I know there’s some skeptic out there ready to pounce and ask me, “But aren’t all those runners health junkies? They’re all about fitness and exercise. Why would they want to run a 5k race sponsored by a winery, brewery, or cider mill?”

To that question, I can only respond that most of the runners I know love food. In fact, many of us joke that the main reason we run so much is so we can enjoy MORE cheesecake or margaritas.

Plus, history shows us that larger breweries and wineries have been very successful in sponsoring marathons and half-marathons. So the interest within the running community is clearly there.

Now we just need more races to meet the demand.

Initial forays into 5k events

During our trail race in Virginia, I got to talking to some locals, and was super excited to learn about Corkscrew Running. This racing company blends a passion for running with coordinating race events throughout Virginia’s wine country.  They developed numerous 5k races and paired them with local wineries, breweries, and cider mills.

Their races are family friendly, with strollers and dogs permitted on the route. The courses wind their way through vineyards and orchards, allowing runners to enjoy the most scenic parts of the Virginia countryside. And, at the conclusion of each race, finishers are treated to wine, cider, and beer tastings.

Another racing company, Wicked Wine Run is moving forward with the model of shorter races paired with local wineries too. They currently organize races in 12 states with 5k and 1k fun run distances. Their races always end with an after-party that includes wine, local food trucks, and fun.

Similarly, Craft Brew Races organizes 5k brew runs with local brewers in five cities in the Northeastern US.  Their races are followed by a 3-hour craft beer festival with 30+ beers to sample, food trucks, and live music. Their races are only open to participants age 21 and older. However, other brewers hoping to replicate the success of these events can certainly tweak the formula to make it a more family friendly experience.

The success of this model gives me tremendous hope. I’m now a firm believer that every craft brewery, vineyard, and cider mill should consider jumping into this niche market and sponsor a local 5k race.

Trust me, the runners will thank you!