Exposure through Collaboration

Creativity in collaborative marketing strategies doesn’t go unnoticed in the craft beer industry. Whether they’re supporting local artists or whipping up recipes, successful breweries never stop seeking out new business ventures. Breweries across the country are now reaping the benefits from collaborative efforts.

These breweries experimented with local partnerships and effectively got noticed:


  • Brews & Tunes: Southern California’s Lost Coast Brewing reached out to punk band Pennywise and asked if the band was interested in collaborating on a beer. The brewery and band teamed together to release the “Pennywiser” session IPA, and sold the creation to Southern California stores, bars and restaurants. “As far as inviting new craft beer drinkers in, that is probably just a natural effect to the quality of the product and influence that Pennywise has had on the music scene,” Mike Menza told Brewer Magazine.
  • Travelers Rewards: A highway food and airport service company invited Southbound Brewing of Georgia to put its own branded location in the Savannah/Hilton Head International Airport. Southbound is one of several breweries to take advantage of this opportunity to expand its brand through an airport. Brewmaster & Managing Partner Smith Matthews enjoys the exposure the regions main travel outlet gives the brewery. “We helped their architects come up with the interior design so that it matched our brand,” he said. “We have put a lot of time into it and we will continue to do so.”
  • Cooking with Beer: Instead of just drinking beer, MadTree wants you to eat it too. In a collaboration with Cincinnati chefs, the brewery’s beer is featured as an ingredient in 25 recipes in a cookbook, Mix and Mash: Recipes for the Table and Glass. A portion of the proceeds went to a local non-profit. Marketing Manager Sarah Gast said, “We have always admired the creativity of these chefs and loved brewing beer with them. This time, we were able to step into their world to help share some amazing dishes while supporting a great cause.”
  • Taking it Outdoors: L.L. Bean and five craft breweries in Maine teamed up on an exclusive release of outdoor-inspired craft beer. Maine breweries vied for the chance to be featured. Both the small batch Maine-made boots and small batch craft beer were revealed together. The chosen breweries were Fogtown, Rising Tide, Orono, Threshers , and Mast Landing.
  • Something for Everyone: Music, sports and beer lovers were united when COOP Ale Works entered a multi-year sponsorship with the Oklahoma City Thunder and the Tower Theatre, a local music venue, to host a local monthly music showcase. Sean Mossman, COOP Director of Sales and Marketing, said, “We’ve had success with this type of marketing in the past years and are now trying to be more proactive about seeking opportunities.”


Callie Miller is the Associate Editor at Brewer Magazine. You can reach her at [email protected].

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