Nashville, Tennessee-based Tennessee Brew Works has teamed up with Chicago's Turner Haus Brewery in order to release a brand new hazy IPA that honours the achievements of athletes who represented historically Black colleges and universities (HBCUs).
Created in order to mark Black History Month, the 'Gazelle Hazy IPA' is in fact a double IPA that comes in at eight percent ABV, and makes use of a number of hop varieties that include Idaho 7, Cashmere, Strata and Waimea. Providing powerful elements of tropical fruit and citrus, this brew features a label that depicts track and field star Erika Motley.
“It’s great to release a beer honoring women HBCU track athletes for Black History Month," said Turner Haus Brewery co-founder Blair Turner-Aikens. "Often women, and especially Black women, are not given the spotlight in the beer industry."
Image Credit: Tennessee Brew Works
Key Themes Behind This Trend
- Celebrating Diversity Beers
- Breweries collaborate to create craft beers that celebrate diversity and recognize underrepresented groups or cultures, opening up the opportunity for inclusivity and brand loyalty.
- Limited Release Beers
- Breweries are releasing limited edition beers to commemorate special events and holidays and increase demand, creating scarcity and boosting sales.
- Athlete-inspired Beers
- Breweries are creating beers inspired by athletes to tap into their fan base and enhance brand appeal, aligning with their values and interests.
Where This Applies
- Craft Beer Industry
- The craft beer industry is evolving to recognize the importance of diversity and inclusivity, which can lead to new partnerships, marketing strategies and product offerings.
- Beverage Industry
- The beverage industry is expanding its product offerings to accommodate the growing demand for limited edition and specialty drinks, which can increase revenue and customer engagement.
- Sports Marketing Industry
- The sports marketing industry is utilizing athlete-inspired products, such as beers, to tap into their fan base and enhance brand loyalty, creating mutually beneficial partnerships with breweries.
