Breweries collaborate with brands in adjacent industries to tap new audiences
Implications - Seeking to attract new market audiences, beverage brands, particularly those in the craft beer industry, are turning to unexpected brand collaborations to create intrigue. Not only aligning with other food and beverage brands, breweries are partnering with those in the automotive and fashion category to breath new life and awareness to their products. Focusing more on lifestyle as opposed to solely flavor innovation, breweries are utilizing the fandom associated with these big name brands to not only create excitement, but reinvent their products in a new light.
Workshop Question - Think of a brand in an adjacent category to yours that could potentially reinvent the way consumers look at your products.