Williamsburg, Brooklyn-based Brooklyn Brewery is considered one of the pioneers of American craft beer, with the company now teaming up with pioneers in a very different world - that of hip-hop music - to forge an exciting new craft beer collab that aims to involve fans in the artistic process of label design.
The collaboration between Brooklyn Brewery and hip-hop duo Run The Jewels will result in the sale of a new beer called '36 Chain' across New York City, including at the five Run The Jewels concerts planned for the month of August.
As part of this craft beer collab, fans are being asked to submit their ideas for artwork for the beer can label, with the winners and runners-up set to win cash, a brewery tour, merchandize from both Run The Jewels and Brooklyn Brewery as well as tickets for Run The Jewels concerts.
“It’s been a great experience cooking up this beer concept with Killer Mike and EL-P,” said Brooklyn Brewery's brewmaster Garrett Oliver, in reference to the two members of Run The Jewels. "These guys think about their music exactly the same way that I think about beer. Sure, it should be fun, but it should also carry real meaning and an almost talismanic power."
Image Credit: Brooklyn Brewery
Why This Trend Is Growing
- Craft Beer Collabs
- Craft beer collaborations with artists and musicians that involve fans in the artistic process of label design.
- Fan-inspired Product Design
- Brands inviting fans to participate in the creative process of developing new products, increasing user engagement and satisfaction.
- Cultural Crossover Collaborations
- Collaborations between industries and subcultures that leverage each other's audience and appeal to new markets.
Industries Being Reshaped
- Craft Beer
- Craft breweries partnering with artists, musicians and other creatives to create unique and engaging products.
- Music
- Musicians and music labels collaborating with breweries and other brands to create immersive and experiential products and events.
- Marketing and Advertising
- Marketing firms and agencies leveraging cultural collaborations to create innovative campaigns that reach new audiences and drive engagement.
