Category
Lifestyle
Serial Snacking
Trend cluster
Category
Collaborative
Brew
CPG brands are partnering with breweries on limited-edition products.
4.4
Trend score
Trend
What is the Collaborative Brew trend?
Collaborative Brew: Craft breweries and snack brands are launching co-branded products for mutual benefit. By aligning with brands in adjacent industries, particularly those with overlap in consumer bases, awareness for each brand increases, leading to heightened sales and brand recognition.
Insight
The consumer insight behind the Collaborative Brew trend
Brand recognition is an evergreen motivator when it comes to consumer purchasing decisions. Some consumers prioritize consistency and are unlikely to take risks with their purchases. These individuals gravitate toward products with recognizable names, as well-known names are associated with consistency and quality. In recognition of this desire, craft brands are working together to boost name recognition and better address risk-averse consumers.
Trend themes
Themes within the Collaborative Brew trend
Three behaviours holding the trend together01
Co-Branding Partnerships
Craft breweries and snack brands are partnering to launch co-branded products, increasing awareness and sales for both brands.
02
Flavor Pairing Experiences
Consumer demand for complementary flavor experiences is driving the rise of libation-friendly snacks, enhancing the enjoyment of alcoholic beverages.
03
Cross-Industry Collaboration
Cross-industry partnerships and product innovation are driving the creation of unique and distinctive craft beer flavors, showcasing local culture and heritage.
Industry implications
What the Collaborative Brew trend means for industry
Where the trend changes the playbookFor
Craft Beer
Craft breweries are partnering with snack brands to launch co-branded products, expanding their consumer base and increasing brand recognition.
For
CPG Snacks
Snack brands are collaborating with craft breweries to create libation-friendly snacks that enhance the flavor of alcoholic beverages, meeting consumer demand for complementary flavor experiences.
For
Alcoholic Beverages
Craft breweries are collaborating with snack brands to create unique and distinctive flavor profiles in craft beers, offering consumers new and exciting options in the alcoholic beverage market.
Workshop question
How can your brand partner with a complementary brand or industry to boost name recognition and attract risk-averse consumers?
Trend signals
Trend signals for Collaborative Brew
Trend score 4.4 out of 10, from popularity 62%, activity 51%, freshness 20%.
Popularity62%
Activity51%
Freshness20%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Collaborative Brew trend
4 featured examples from Jun 26 to Dec 18, 2023CategoryLifestyle
Chip-Flavored Alcoholic Beverages
Doritos Teams Up with Empirical on a New Nacho Cheese Spirit
The Empirical x Doritos Nacho Cheese Spirit showcases a disruptive innovation opportunity in the alcoholic beverage industry by offering a novel and adventurous flavor experience.
CategoryLifestyle
Co-Branded Beer Cases
Laker Beer is Offering Piller's Discounts in CPG Beer Cases
The co-branded promotion of Laker Beer and Piller's Meat Snacks in beer cases presents an opportunity for innovative marketing strategies in the alcohol industry.
CategoryLifestyle
Beer-Paired Peanut Snacks
Sippin Snax's Craft Peanuts Complement Samuel Adams' Boston Lager
The growing demand for libation-friendly snacks presents a disruptive innovation opportunity in the snack food industry to create products that enhance the flavor of alcoholic bev…
CategoryLifestyle
CPG Brand Beer Collaborations
Unique Snacks and Chatty Monks Made the 'Split Face' Brew
The craft beer industry has the potential for disruptive innovation through cross-industry collaborations and unique flavor combinations.
