Brand extension through beer cooperations

From bands and streaming titles to theme parks and tabletop games, we've seen popular brands demonstrate the potential for fan-driven innovation in the traditional and non-alcoholic beer markets in recent years.

Athletic Brewing Company's collaboration with Netflix, the latest demonstration of the potential in the beer market, now launched with a line of limited-edition, co-branded non-alcoholic beers.

The line being celebrated online, however, is Geralt's Gold, a non-alcoholic beer that taps into the narrative DNA of The Witcher to create a beer that matches Geralt of Rivia himself.

The collaboration with Netflix taps into the loyal fan base of "The Witcher" and makes Athletic Brewing's non-alcoholic beers accessible to a broader audience.

A recent survey conducted by NCSolutions found that one-third of Americans are actively looking to reduce their alcohol consumption, leading to a 33% increase in U.S. non-alcoholic beer sales year-to-date, according to NielsenIQ.

In Europe and the UK, non-alcoholic beer growth doubled from 2016 to 2021, according to the Financial Times - and continues to grow at a compound annual growth rate of 9%, according to Statista - making this market an exciting discovery opportunity for brands looking to license something different.

Recently, a collaboration between UK brewer Mondo and Hasbro's Dungeons and Dragons brand launched a traditional IPA called Hither Thither. In the U.S., the Busch Gardens Williamsburg theme park partnered with The Virginia Beer Co. to release a special beer called DarKoaster. At the same time, American fast-food chain White Castle introduced its second beer collaboration with Evil Genius Beer, all within the last six months.

In compiling the Top Global Brand Agents Report 2023, License Global found that 43% of agents are looking to co-brand with major food and beverage manufacturers in 2023/24, while 60% of agents see food and beverage licensees as an important part of their product expansion strategy in the coming years.

Brand collaborations in the beer market have become an effective strategy for brewers to make meaningful connections with their target audience and drive growth. The success of partnerships such as Athletic Brewing and Netflix, or Dungeons and Dragons and Mondo, demonstrates the immense potential for innovation and market expansion in the no/low and traditional alcohol beer segments.

Source: Licenseglobal.com