Detroit Free Press Marathon Partners with Eastern Market Brewing for Exclusive Beer

The upcoming Detroit Free Press Marathon, scheduled for October 20, 2024, is not just an opportunity for runners to showcase their endurance; it also presents a unique chance to savor a special brew. In a creative collaboration, Eastern Market Brewing Company (EMBC) has teamed up with the marathon to introduce Motor City Miles, an exclusive international pale ale that will be available only during marathon weekend.

Dayne Bartscht, founder of Eastern Market Brewing Company, articulated the brewery’s ambition to become Detroit’s go-to establishment. “To accomplish this, we need to engage with significant events in the city, and the Detroit Marathon is certainly one of them,” he stated. The marathon has generated significant excitement this year, having sold out for the first time, prompting the brewery to jump at the chance to be part of such a historic event.

Eastern Market Brewing boasts four locations across metro Detroit, which have become popular meeting spots for various running clubs. According to Aaron Velthoven, vice president and executive race director for the Free Press Marathon, the partnership is a natural fit. He noted that EMBC genuinely understands and embraces the ‘running culture’ that resonates with marathon participants.

The Concept Behind Motor City Miles

The inspiration for Motor City Miles was to craft a refreshing beverage that runners could enjoy post-race. The beer offers a light and crisp profile, complemented by a hint of hops and a subtle banana finish—an homage to the common race snack favored by athletes. The can design prominently features the race logo, along with iconic visuals of the Detroit and Windsor skylines, connected by the Ambassador Bridge, which is part of the marathon route.

Reflecting on his past marathon experiences, Bartscht recalled running in the Free Press Marathon back in 2016, shortly before founding Eastern Market Brewing. “I remember thinking how great it would be to drink one of our beers at the finish line.” This dream has now materialized through the partnership that was initiated just a month ago, allowing the brewery to swiftly create the new beer in time for the marathon.

Community Spirit and Running Culture

Bartscht’s fond memories of the marathon also include his participation in the Detroit-Windsor Tunnel while wearing a custom shirt featuring the brewery’s logo—a clever marketing tactic he employed, knowing he would be overtaken by faster runners. Beyond crafting beers, EMBC has established a weekly run club that has quickly become one of the busiest nights for the brewery, emphasizing their strong connection to the local running community.

Emma Leech, the lead brewer at Eastern Market Brewing’s Royal Oak facility, has expressed her enthusiasm for the new beer, highlighting its significance as the official beer of the marathon. She even plans to run her first marathon at the Free Press Marathon, underscoring the brewery’s deep-rooted commitment to the event and community.

Where to Experience Motor City Miles

For those eager to try Motor City Miles, the beer will be available at several venues in Detroit. You can find it at:

• Eastern Market Brewery at 2515 Riopelle St.
• Elephant and Co. Brewery at 456 Charlotte St.
• Huntington Place at the Marathon Expo on October 20 from 1 p.m. to 7 p.m. and from 10 a.m. to 6 p.m. on October 21.
• Second Best Detroit at 42 Watson St., which will host the Official Warm-Up Party.

Additionally, Motor City Miles will be sold in four-packs at Meijer Rivertown Market, located at 1475 E. Jefferson Ave. The beer will also be featured at the Conquered afterparty, taking place at Parc restaurant in Campus Martius, which invites everyone to join from 8 a.m. to 3 p.m. on race day.

Bartscht expressed his hopes for this collaboration to establish a long-term relationship with the marathon, stating, “If this partnership continues, I’m definitely going to be running it next year.” With the combination of a thriving running community and local brewery support, the Detroit Free Press Marathon and Eastern Market Brewing Company are poised to create a memorable event that celebrates both athleticism and local culture.