Brewdog joined forces with Tony’s Chocolonely and created a raspberry and white chocolate milkshake-flavored IPA. The collaborative beer brings attention to the Dutch chocolatier's mission to make chocolate 100% slave-free and it unites both parties' commitment to sustainability and making the world a more ethical place.
The product comes in at 4.2% ABV and it is packaged in colorful cans where Tony’s Chocolonely has been swapped for "Tony’s Hopolonely."
Despite being a challenging year for breweries, brewers are coming up with interesting new recipes that pique interest and curiosity and keep craft beer fans coming back for more. The milkshake-flavored IPA's experimentation has the potential to appeal to those who may not have even considered themselves fans of the hop-filled style of beer.
Milkshake-Flavored IPAs
Brewdog Collaborated with Tony’s Chocolonely on a Sweet Refreshment
Trend Themes
1. Milkshake-flavored Beers - Craft breweries can introduce milkshake-inspired flavors to attract a wider audience and provide unique tasting experience for beer enthusiasts.
2. Collaborative Marketing - Businesses can partner with complementary organizations to create buzz around shared values and causes, while creating new and unique products.
3. Ethical Consumption - Consumers are showing increased interest in products that align with their values and beliefs around ethical and sustainable practices, creating opportunities for businesses to differentiate themselves based on their commitment to these causes.
Industry Implications
1. Craft Beer - Craft beer industry can experiment with unique flavors and collaborative marketing efforts to stand out in a crowded market and attract new customers.
2. Chocolates and Confectionery - Chocolatiers can collaborate with breweries to expand their customer base and raise awareness of ethical and sustainable production practices in the industry.
3. Socially Responsible Brands - Companies can differentiate themselves by aligning with ethical and sustainable production practices, which are becoming increasingly important to consumers in purchasing decisions.