# Sports Brand Booze The Puma Unity Beer is Best Served with the 2010 World Cup By Alex Scott | Published 2010-03-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/puma-unity-beer References: [swipelife](http://swipelife.com/2010/03/09/puma-unity-beer/) & [cherryflava](http://www.cherryflava.com/cherryflava/2010/02/beervertising-puma-beer.html) If someone asked me what a beer by PUMA would taste like, I might shake my head and answer "rubber soles and leather." Indeed, that's what one would naturally think. Never fear though, the [PUMA Unity beer](https://www.trendhunter.com/trends/puma-southeast-asia) won't be made from their fitness gear. The company is teaming up with brewers Collective Sao Gabriel to create a [special brew](https://www.trendhunter.com/trends/refresh-the-game) for this year's [World Cup](https://www.trendhunter.com/trends/igloo). The PUMA Unity Beer is marketed with the message of promoting sportsmanship and working together towards a single goal. The beverage has not yet been released so the taste is unknown. I bet it will taste better than a pair of runners, though. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 49% | Activity: 89% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## 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 - **Sports-themed Beverages:** There is a disruptive innovation opportunity for other sports brands to team up with beverage companies and create targeted sports-themed beverages. - **Brand Collaboration in Alcoholic Beverages:** Collaborations between brands in two seemingly unrelated industries, such as fitness companies and brewers, can generate interest and excitement for a new product type. - **Purpose-driven Branding:** More companies are using marketing messages centered on promoting social good and purpose-driven ideals, which can elevate a product beyond its functional value. ### Where This Applies - **Sports Brands:** Other sports brands can expand into the alcoholic beverage industry and target sporting events, catering to a niche market of sports enthusiasts. - **Alcoholic Beverages:** The collaboration between Puma and Collective Sao Gabriel may inspire other brewers to partner with corporate brands to appeal to a wider audience and create a marketing buzz. - **Sports Event Organizers:** Sports event organizers can consider offering targeted alcoholic beverages as part of event concessions to cater to the sports enthusiast market. ## Related on Trend Hunter - [Beer-Branded Work Boots](https://www.trendhunter.com/trends/pabst-blue-ribbon-and-timberland-pro.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Varsity Sports-Branded Beers](https://www.trendhunter.com/trends/craft-lagers.md) - [Football Team-Themed Beers](https://www.trendhunter.com/trends/aberdeen-football-club-and-fierce-beer.md) - [NBA Championship Beer Collabs](https://www.trendhunter.com/trends/nba-championship-bottles.md) - [Collaboration Football Beer Branding](https://www.trendhunter.com/trends/carling-emirates-fa-cup.md) - [Football-Themed Beers](https://www.trendhunter.com/trends/kickoff-beers.md) - [Limited Nutmeg-Flavored Cola](https://www.trendhunter.com/trends/pepsi.md)