Iconic bourbon brand Basil Hayden's has collaborated with Maine-based shoemaker Quoddy to create a limited edition "drinking shoe" set just in time for the holidays. The Basil Hayden's x Quoddy gift set includes leather wrapped whiskey rocks, a pair of handcrafted Quoddy boat shoes and a bottle of premium American-made whiskey. Only 100 gift sets have been produced and will only be available until Christmas 2015.
Each pair of limited edition Quoddy shoes have been maid from high-quality Horween leather that boasts a rich whiskey color.
This intriguing co-branding effort is an example of brands marketing to niche consumer interests and preferences rather than overarching demographic labels. In collaborating on such an offering, both brands reestablish their storied histories in the mind of the consumer.
What Makes This Trend Stand Out
- Collaborative Gifting
- Creating limited edition gift sets that combine unique offerings from different brands to meet consumer interests à la Basil Hayden's and Quoddy’s 'drinking shoe' set.
- Niche Marketing
- Marketing to specific consumer interests and preferences rather than overarching demographic labels, like Quoddy's and Basil Hayden's effort.
- Brand Partnership
- Creating brand partnership that focus on a shared value or ethos that strengthens their brand value à la Basil Hayden's and Quoddy's 'drinking shoe' set.
Sectors Adopting This
- Footwear Industry
- Footwear companies could collaborate with other companies to create unique offerings for niche consumers.
- Alcohol Industry
- Alcohol brands could partner with other non-alcoholic brands to create unique gifting options for consumers.
- Luxury Gifting Industry
- Developing specialty gift sets for niche markets could be a future direction for the luxury gifting industry
