# Collaborative Brew CPG brands are partnering with breweries on limited-edition products. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Dec 18, 2023 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/collaborative-brew ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 26 to Dec 18, 2023 - Published: Dec 18, 2023 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Multisensation](https://www.trendhunter.com/megatrend/multisensation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Collaborative Brew trend ### Co-Branding Partnerships Craft breweries and snack brands are partnering to launch co-branded products, increasing awareness and sales for both brands. ### Flavor Pairing Experiences Consumer demand for complementary flavor experiences is driving the rise of libation-friendly snacks, enhancing the enjoyment of alcoholic beverages. ### 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. ## What the Collaborative Brew trend means for industry ### For 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 for Collaborative Brew Trend score 4.4 out of 10, from popularity 62%, activity 51%, freshness 20%. - Popularity: 62% - Activity: 51% - Freshness: 20% ## Examples of the Collaborative Brew trend 4 featured examples from Jun 26 to Dec 18, 2023. - [Chip-Flavored Alcoholic Beverages](https://www.trendhunter.com/trends/empirical): Doritos Teams Up with Empirical on a New Nacho Cheese Spirit (Category: Lifestyle) Implication: 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. - [Co-Branded Beer Cases](https://www.trendhunter.com/trends/laker-beer): Laker Beer is Offering Piller's Discounts in CPG Beer Cases (Category: Lifestyle) Implication: 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. - [Beer-Paired Peanut Snacks](https://www.trendhunter.com/trends/craft-peanuts): Sippin Snax's Craft Peanuts Complement Samuel Adams' Boston Lager (Category: Lifestyle) Implication: 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… - [CPG Brand Beer Collaborations](https://www.trendhunter.com/trends/split-face): Unique Snacks and Chatty Monks Made the 'Split Face' Brew (Category: Lifestyle) Implication: The craft beer industry has the potential for disruptive innovation through cross-industry collaborations and unique flavor combinations. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)