Companies can do a lot with grassroots marketing and here is my new idea:
A local beer maker promotes their beer by making me an ambassador. I promise to bring some of the beer to all of my races and share with friends and strangers. Ultrarunners are a great avenue to market at due to the level of beer consumption. I think it's a primary ingredient in all successful racing plans. I'm sure that we can conjure up some scientific studies proving the recovery benefits and social "coolness" factor. I'll even wear a hat.
You get a cheap marketing avenue, and I get a case or two of free beer every month.
Front range brewers, make it happen.