Breweries collaborate with brands in adjacent industries to tap new audiences
Trend - 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.
Insight - When making purchasing decisions, consumers consider whether a product fits their personal brand. Partially tied to a sense of novelty, individuals opt-in for offerings that are harmonized with their lifestyle choices and unique interests. Since many consumers, especially those in younger demographics, place a premium on self-expression, such products allow them to feel more confident about how they are outwardly perceived by the world.
Insight - When making purchasing decisions, consumers consider whether a product fits their personal brand. Partially tied to a sense of novelty, individuals opt-in for offerings that are harmonized with their lifestyle choices and unique interests. Since many consumers, especially those in younger demographics, place a premium on self-expression, such products allow them to feel more confident about how they are outwardly perceived by the world.
Workshop Question - Think of a brand in an adjacent category to yours that could potentially reinvent the way consumers look at your products.
Trend Themes
1. Co-branded Beverage - Brands in the beverage industry are collaborating with other industries, especially those in the automotive and fashion categories, to create unexpected brand collaborations.
2. Limited Edition Collaborative Beers - The booming craft beer industry has inspired many unexpected brands from outside the food and beverage industry to collaborate with breweries to create limited edition beverages that they can put their stamp on.
3. Classy Limited Edition Wines - Collaborations between wineries and fashion/ accessory brands are becoming increasingly popular, creating limited edition wine collections that combine classy designs with deliciously crisp or fruity flavors.
Industry Implications
1. Food and Beverage - Collaborations between breweries and brands from other industries within the food and beverage sector are on the rise, creating new, unique products for consumers to try.
2. Fashion - Fashion brands are collaborating with wineries or breweries to create limited edition collections, creating opportunities for cross-promotion and bringing uniqueness to both industries' customer bases.
3. Automotive - Breweries are partnering with automotive companies or themes to bring new life and awareness to their products.
