Sure, January is the month of resolutions, including the month-long challenge, “Dry January.” But it’s next month, locally-known as “FeBREWary,” that taps both civic pride and the dollars averted by abstinence.
“Dry January is not necessarily a great thing for the economy locally,” observed Janelle Meyers, vice president of marketing & communications for Visit Santa Rosa, during a recent interview on The Drive on 95.5 FM. “It’s also the slow season around here for our hotels,” she said, adding that hotels are the main funding source for Visit Santa Rosa.
Hence, the Beer Passport. Launched a decade ago by Visit Santa Rosa’s advisory board, the program was created to encourage overnight stays, spotlight local breweries and give people a reason to circulate during the quietest stretch of the year. Now celebrating its 10th year, the Beer Passport is back to beckon visitors and locals alike.
With its concentration of independent breweries that rivals much larger metros, Santa Rosa is no beer backwater. Sure, “Wine Country” may sometimes eclipse brews as a brand concept, but the fact is beer consumption far outpaces wine at the statewide level. Though the available data is only as granular as the state level, according to a California Department of Tax and Fee Administration summary, beer made up about 46.9 % of total alcohol consumption in the state, while wine was about 23.2 %—almost double wine’s share. Add to that, Santa Rosa was recognized by USA Today’s Readers’ Choice Awards as a “Top 10 Beer City.”
This year’s FeBREWary introduces its most significant update yet: a new app-based Beer Passport platform that replaces the old QR-code system with geo-location check-ins, digital badges and real-time interaction. “It works like social media,” said Christopher Kren-Mora, Visit Santa Rosa’s events and community engagement manager. “You’ll be able to see other people on the platform, the badges they earn and the progress they’re making.”
The mechanics are simple. Participants save the passport to their phone, visit participating locations and check in on-site using geofencing or a tagged photo. Points accumulate. Rewards unlock. Finish the passport and one earns a commemorative medal that doubles as a bottle opener. “Everybody wins eventually,” Kren-Mora said. “It’s a marathon, not a race.”
Moreover, the beer-borne business traffic feeds directly into Santa Rosa’s economic engine. Visit Santa Rosa is funded largely through hotel occupancy taxes, meaning that every overnight stay helps support city services. “The program was designed for economic development,” Kren-Mora said, “to bring people downtown, get them into breweries and encourage them to stay.”
And the promotion isn’t just for tourists—locals are heartily encouraged to steep themselves in their local beer culture. Participation in 2026 spans the breadth of Santa Rosa’s beer ecosystem, including Russian River Brewing Company, Moonlight Brewing Company, HenHouse Brewing Company, Lagunitas Brewing Company, Cooperage Brewing Company, Shady Oak Brewing Company, OLD CAZ BEER, CUVER Belgian Brewers, Beer Baron Bar & Kitchen, and Wilibees Wine & Spirits.
FeBREWary launches Feb. 1 but runs year-round, resetting annually. Ten years in, the Santa Rosa Beer Passport is that rare opportunity for private residents to turn pints into public works.
For more information, visit bit.ly/srbeer26. Must be 21+.
