Products piggyback off the cultural appeal of the craft beer industry
Implications - The ascendant craft beer industry has raised the cultural cachet of the once-lowbrow beverage. As such, products that themselves fall into traditionally artisanal categories, including niche foods and cosmetics, are creatively incorporating craft beer into their ingredients to demonstrate their artistic authenticity. This convergence shows the value of recognizing aspirational brands and products from adjacent industries that appeal to one's target consumer.
Workshop Question - Identify a brand in an adjacent industry that your consumers are passionate about. How would incorporate that brand's product or service into your own offering?