# Summer BBQ-Themed Collaborations Duluth Trading Company Partners with Old Milwaukee Eer By Kalin Ned | Published 2026-05-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/duluth-trading-company References: [finance.yahoo](https://finance.yahoo.com/sectors/technology/articles/stay-cool-stay-loud-aecooly-140000347.html) [Duluth Trading Company](https://www.trendhunter.com/trends/max-gluteus) has partnered with Old Milwaukee beer to release a limited-edition 12-piece collection of apparel and gear. The collaborative capsule draws inspiration from summer BBQ and beer culture with clever and convenience-focused designs. The Duluth Trading Company x Old Milwaukee collection includes a BBQ shirt made of lightweight cotton poplin with reach gussets, BBQ shorts with a dedicated can-holder pocket at the thigh, Buck Naked pattern boxer briefs in two Old Milwaukee prints, a heritage beer pocket hoodie with a hands-free compartment sized for a beverage can, an insulated bevy bandolier that holds six cans inside a freezable sleeve, and a bucket master party cooler that converts any five-gallon bucket into a cooler with five insulated can slip pockets and a lid that doubles as a seat. Image Credit: Duluth Trading Company ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 57% | Activity: 60% | Freshness: 78% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Functional Apparel for Leisure:** Integration of beverage-holding and utility features into casual garments creates new product categories that blur clothing and equipment. - **Brand Collaborations with Nostalgic Alcohol Labels:** Collaborative capsules that pair heritage beer branding with lifestyle apparel revive retro identities and open pathways for co-branded experiential merchandising. - **Modular Party Accessories:** Multi-component accessories that convert everyday items into insulated or seating solutions enable portable, customizable event ecosystems. ### Where This Applies - **Apparel and Outdoor Gear:** Technical workwear manufacturers adapting leisure-focused utility details could redefine casual wardrobes with hybrid performance-fashion products. - **Alcohol and Beverage Marketing:** Beverage brands extending into physical goods and apparel create tangible touchpoints for loyalty and lifestyle positioning beyond traditional promotions. - **Event Supplies and Catering:** Supplies companies offering convertible, transportable cooling and seating solutions can disrupt single-use party goods with reusable, multifunctional kits. ## Related on Trend Hunter - [Beer-First Travel Collections](https://www.trendhunter.com/trends/lager-luggage-collection.md) - [Beer-Brand Holiday Campaigns](https://www.trendhunter.com/trends/garageflage-line.md) - [Retro Team Beer Cans](https://www.trendhunter.com/trends/budweiser-mlb-team.md) - [Animated Butt-Shaped Mascots](https://www.trendhunter.com/trends/max-gluteus.md) - [Beer-Themed Barbecue Snack Chips](https://www.trendhunter.com/trends/pringles-x-miller-lite-chips.md) - [Co-Brandeed Promotional Campaigns](https://www.trendhunter.com/trends/flamin-hot-brands.md) - [Football-Themed Beverage Collaborations](https://www.trendhunter.com/trends/igloo.md) - [Midwestern Beer-Infused Sausages](https://www.trendhunter.com/trends/oktoberfest-beer-brats.md) - [Angler-Focused Collector Cans](https://www.trendhunter.com/trends/collector-beer-cans.md)