If Colfax Avenue was a beer, what would it taste like?
Cerebral Brewing interpreted the famous/infamous road's flavor in it's new beer Neon Lite, a light lager that pays tribute to the street's many historic neon signs and dive bar culture. The beer's label plays tribute to the Aurora Fox Arts Center's neon sign, next door to Cerebral's location in Aurora Arts District. The taproom's other location is along Colfax in Congress Park.
"With two locations on Colfax, it's kind of become our home, so to speak, and it's such an iconic street," said Ali McKinley, Cerebral's marketing manager. "We kind of wanted to make Neon Light with a tribute to our home street and recognize the many neon lights along Colfax."
Over the next few weeks, Cerebral is sending customers on a scavenger hunt, or "Colfax Quest," to promote the beer.
Customers can get a card at one of Cerebral's two locations, and fill it with stamps by ordering the beer at a number of bars and music venues along Colfax. People who finish the quest get prizes ranging from free beers to gift cards up to $100 and Colfax-themed merch. (Read the full rules here.)
McKinley said "Colfax Quest" is part of a bigger push to collaborate with local businesses along Colfax. Cerebral partnered with 303 Boards, a skateboard shop along Colfax, to create a limited edition label for Neon Light. Next week, the brewery is coming out with a new label and merchandise in partnership with Coloradical, another retail shop on Colfax. Neon light is also being sold at Colfax's historic Bluebird Theater.
"We really wanted to involve all of our neighbors on Colfax," McKinley said.
McKinley said one customer finished the quest in just three days. The route includes 12 stops along Colfax, plus Cerebral's two locations. The brewery is planning two Colfax bar crawls before the quest ends on Sept. 17.
