For the August Bank Holiday, B Corp kitchen knife brand Allday Goods is teaming up with independent brewery DEYA to open The Alldeya Arms. This five-day pop-up in Shoreditch celebrates pubs as a central space for people to come together to share ideas and stories, and it will launch a new serrated knife and a pale ale.
Allday's versatile new tool for behind the bar is optimized to do it all, from slicing citrus to trimming garnishes, and its handle makes the most of 100% recycled plastic waste salvaged directly from the DEYA brewery. DEYA's ALLDEYA GOODS is a soft, citrus-forward pale ale described as fresh, balanced and sessionable, making it fit for time savored in good company in a pub setting. Although Allday Goods and DEYA have different areas of expertise, they both value quality and thoughtful processes that minimize waste.
Why This Trend Is Growing
- Cross-category Hospitality Collabs
- Unexpected partnerships between foodware brands and beverage makers create limited-time venues that blend product launches with community-driven brand storytelling.
- Waste-derived Product Design
- Materials recovered from production waste offer a circular design pathway for premium tools that visibly connect sustainability with everyday hospitality use.
- Experience-led Product Launches
- Pop-up pubs and social spaces turn new releases into participatory occasions where consumers encounter products through shared rituals and cultural relevance.
Industries Being Reshaped
- Food and Beverage
- Collaborative drink and venue concepts expand how breweries and culinary brands can package taste, sustainability, and social connection into memorable launches.
- Kitchenware
- Bar-optimized tools made with recycled inputs demonstrate how functional design can differentiate premium kitchen products in hospitality-adjacent settings.
- Events and Experiential Marketing
- Short-term branded pubs provide immersive platforms for cross-industry storytelling, limited products, and direct consumer engagement in high-traffic urban areas.
