# Beer-Branded Streetwear Michelob ULTRA and Devereux Gold Debuted the 'Golf Bodega' Series By Grace Mahas | Published 2022-06-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/golf-bodega References: [dvrxthreads](https://dvrxthreads.com/collections/best-sellers-1?utm_source=google&utm_medium=cpc&utm_campaign=google_conv_sales/roas_brand-13246991896&utm_content=122865622316&utm_term=kwd-459317067015&gclid=CjwKCAjwy_aUBhACEiwA2IHHQKiL_mD_LiEE81o_7sVPNnhM5pWujsakU3TouoMBqcBHJabLz2a_3BoCLj4QAvD_BwE) & [michelobultra](https://www.michelobultra.com/programs/joyinone/) In anticipation of summer, [Michelob](https://www.trendhunter.com/trends/pure-golden-hour-tentrr) ULTRA and Devereux Golf are dropping a limited-release merch collection that pays homage to the intersection of golf and city life. The new series is dubbed 'Golf Bodega' and "blends together the nostalgia of a classic city bodega with a fresh streetwear attitude." The series ranges from hats, hoodies, tees, and more. Moreover, the collection is unisex. In addition, Michelob ULTRA is giving fans the opportunity to caddy for legend Brooks Kaepka with its new [limited-edition Golf Packs](https://www.trendhunter.com/trends/pga-tour-caddie). The 18 and 24-packs feature unique QR codes, allowing fans to scan for a chance to win the experience, along with other giveaways. The Michelob ULTRA Golf Packs are now available nationwide Image Credit: Michelob ULTRA ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 43% | Activity: 53% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Streetwear Collaboration:** An opportunity for beer brands to collaborate with popular streetwear brands to reach a wider audience and tap into new markets. - **QR Code Engagement:** Brands can incorporate QR codes into their product packaging as a way to engage consumers and offer exclusive experiences/giveaways. - **Unisex Merchandise:** A trend towards gender-neutral merchandise that can appeal to all consumers and increase inclusivity in branding efforts. ### Where This Applies - **Alcohol Manufacturing:** Beer and liquor brands can incorporate merchandise and fashion collaborations to increase brand awareness and reach new audiences. - **Fashion and Apparel:** Fashion and apparel brands can explore collaborations with beer and alcohol brands to create unique and unexpected products that attract new customers. - **Marketing and Advertising:** Marketers can leverage QR codes and other forms of engagement to reach new audiences and differentiate their brand from competitors. ## Related on Trend Hunter - [Disruptive Fashion-Forward Capsules](https://www.trendhunter.com/trends/bad-birdie-and-four-peaks.md) - [Nocturnal Golfwear Drops](https://www.trendhunter.com/trends/midnight-driving-club.md) - [QSR Golf Gear Collections](https://www.trendhunter.com/trends/arbys-birdies-beef-collection.md) - [Golf-Themed Convenience Store Collections](https://www.trendhunter.com/trends/the-always-open.md) - [Sporty Retro Beer Cans](https://www.trendhunter.com/trends/enjoy-it-like-its-1993.md) - [Streetwear-Style Golf Apparel](https://www.trendhunter.com/trends/callaway.md) - [Boozy Co-Branded Golf Shirts](https://www.trendhunter.com/trends/mount-gay-rum-x-peter-millar-golf-shirt.md) - [Athletic Boundary-Blurring Collabs](https://www.trendhunter.com/trends/the-reigning-champ-x-puma-golf.md) - [Fashion-Forward Golf Collections](https://www.trendhunter.com/trends/palm-tree-crew.md)