![]() In 2019, DuClaw debuted the glitter-filled Sour Me Unicorn Farts sour ale done with Diablo Doughnuts. Several years ago, DuClaw shifted to non-beer collaborations. “Things got stale pretty quickly just working with other breweries,” says Rachel Bradley, the marketing manager and photographer for DuClaw Brewing in Bel Air, Maryland. Collaborating on a beer with an up-and-coming brewery generate huge interest and hype. Throughout the 2010s, breweries linked hands and hops in the hopes of building buzz. ![]() Looking Beyond Brewery-on-Brewery Collaborations Here’s how breweries are reaching beyond the beer aisle. ![]() To sing singular tunes, breweries are looking beyond the beer industry and seeking out brand collaborations that create crossover audiences. Nowadays, simply existing is no longer unique in this teeming marketplace, thousands of breweries creating hoppy white noise. Brewing great beer, or even so-so stuff in an underserved market, could attract drinkers and media attention. “Through this project, we’ve been able to connect with the skateboarding audience.”Ī decade ago, breweries found eager audiences for fledgling beers and brands. “It’s not forced,” Smith says, adding that he’s seen big Instagram engagement with skateboarders. The crucial difference is that Rogue came by its collaboration honestly, dreamed up in DIY spirit and not a marketing deck. How do you do, fellow kids? Crush that kick-flip with our lager! In a different context, the label might seem pandering. Rogue earmarks a portion of sales proceeds for building skateparks elsewhere, and the can’s label features the project’s story and a skateboarder cruising past rocket ships and a floating trowel. Rogue contributed one too: Dreamland American Lager, released in partnership with Dreamland Skateparks. Several years ago, the brewery joined forces with pro skateboarder Kevin Kowalski and Dreamland Skateparks to overhaul the park, pouring fresh concrete and adding new features. One core Rogue value is helping its community. ![]() “It was in dire need of repair,” says Noah Smith, a lifelong skateboarder and the brand manager and photographer for Rogue Ales & Spirits, based in Newport. In 2000, the skatepark’s construction funds ran dry, and conditions steadily deteriorated. The half-finished skatepark was a sore spot for Newport, Oregon. ![]()
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