How Brands Are Tapping Into Beer Culture Through Brewery Collaborations 

Brands including Dunkin', IHOP and Planters are in on the trend

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If the craft beer revolution has taught brands anything, it’s that beer drinkers love a good pint.

An increasing array of brands are tapping into craft beer through collaborations with independent breweries, allowing them to reach new audiences and gain media attention with unexpected collaborations.

It’s unclear when the trend started, but Pennsylvania Tuxedo, a pale ale with spruce tips brewed by Delaware craft beer pioneers Dogfish Head in collaboration with outdoor clothing company Woolrich, and Stanley Park Brewing’s Sunset Strawberry Wit for apparel brand Lululemon are two earlier examples, both dating back to 2014.



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This story first appeared in the November 26, 2018, issue of Adweek magazine. Click here to subscribe.