Popular South Denver microbrewery Grist Brewing Company was already a sponsor to a local cycling team, when another of the team’s sponsors, RaceCo, began looking to expand with a retail bike shop. As the brewery is located a few minutes’ ride from premium MTB trails and miles of paved bike paths, it seemed like an ideal location. The taproom was already full of cyclists all weekend anyway, so the companies made a deal, and it seems to be working out brilliantly.
The brewery had the space, so there was no need to sort out sanitation and so on. The only thing that’s different from your regular bike shop is that all the equipment is movable in case of a clean-up or if temporary storage is needed. And that you get a free pint while your beloved is being serviced. RaceCo Tune shop actually pays Grist for the free beer. But the benefit seems to be mutual as the one pint usually turns into two or three.
As the shop is situated right next to the taproom, you can actually hang out with the techs while they work or even get a tour of the brewery equipment. The place is getting more and more popular every day, so the brewery already talks about expanding the taproom.
What do you think about the idea? Would you like to have a similar facility in your neighbourhood? Let us know in the comments!