News Photo by Steve Schulwitz A bottle of whiskey made by Mammoth Distilling sits on a shelf in the Alpena Meijer on Friday. Mammoth is considering opening a tasting room in downtown Alpena.

ALPENA — A popular Michigan distillery is in the process of opening a tasting room in downtown Alpena that could bolster tourism in the region.

Mammoth Distilling hopes to open its seventh location where the former Fresh Palate restaurant was located in the Center Building on 2nd Avenue.

The Fresh Palate closed in March and the storefront has been vacant since.

Mammoth asked the Alpena Municipal Council on Tuesday to support the distillery’s bid for a license from the Michigan Liquor Control Commission to open the new business.

The council voted five-to-zero to support Mammoth’s effort and encourage the state to issue the needed license.

Mammoth founder Chad Munger did not respond on Friday to a Facebook message seeking comment about the project in Alpena and its timeline.

Mammoth would join a growing list of breweries and wineries in the Alpena area and further enhance the community’s standing as a place where people from out of town visit, officials said.

Mike Kent, the public relations manager for Traverse City tourism, said the region around Traverse City has benefited from all the breweries, wineries, and distilleries that have opened there over the last decade, including a Mammoth Distilling tasting room.

“Beverage tourism is one of the hottest industries that we have right now, and it doesn’t just reflect on Traverse City but the state as a whole,” Kent said. “We see that industry works well in conjunction with our recreation and our natural resources, and Mammoth has led the way in many regards.”

Kent said Alpena should be happy that Munger has selected the city for another store. He described Muger and his team as dedicated and engaging with the communities they serve and called them innovative.

“They are very creative people, and Chad is really a visionary,” Kent said. “When he puts his mind to something, it gets done.”

If Mammoth opens in downtown Alpena, it would deliver another option for people looking to enjoy a drink. The tasting room would be located next to the Thunder Bay Winery, with HopSide Brewery and PIF Cider just around the corner and Austin Brothers Beer Co. across town.

Mammoth could utilize the social district downtown that allows people to take cocktails out of the business and stroll around town.

Kent, of Traverse City, said any increase in out-of-town visitors who want to try a new craft beer, wine, or whiskey would benefit other nearby businesses.

He said people who come for a drink from out of town often spend the night, shop, and try restaurants they have never visited before. He said operators of nearby attractions may see a bump in business as beverage tourism grows in a community like Alpena.

Mary Beth Stutzman, president of the Alpena Area Convention and Visitors Bureau, agreed with Kent in a separate interview and said tourism officials have known for years that beverage tourism is blossoming. She said she’s pleased Alpena has been able to capture a piece of the action.

“We’ve known for nearly a decade that Michigan ranks as one of the top destinations for beverage tourism,” Stutzman said in a written statement. “This includes breweries, wineries, cideries, and distilleries. Regardless of what attraction or activity brings people to a destination, they need to eat and refresh while they’re enjoying what the area has to offer. In the Alpena region, we’ve experienced an uptick in beverage tourism due to the growth in options. This is exciting as it gives the Convention & Visitors Bureau more to talk about when promoting the area to potential new guests.”

Mike Mahler, director of economic development for the Alpena Area Chamber of Commerce, said Mammoth is a perfect fit for downtown and would help increase foot traffic that could help neighboring businesses.

“Bringing Mammoth Distilling into the vacant space in the Center Building in the heart of our downtown would represent a big win,” Mahler said. “The fact that they are looking for a tasting room in Alpena speaks well to our desirability as a place to open a business and invest capital. They could pick from so many communities in the state to evaluate for a location but the fact that they are focused on Alpena confirms their belief in our community.”

Steve Schulwitz can be reached at 989-358-5689 or sschulwitz@thealpenanews.com. Follow him on Twitter @ss_alpenanews.com.