Many of the most rewarding collabs are beers made for a cause. Although a nonprofit or business sometimes has a say in the type of beer brewed (lager, IPA, stout, etc.), the final flavor profile is up to the brewers. “We’re reaching groups we might not necessarily reach within our main customer base and we’re telling our story to people who may not have heard it before.” And it lets breweries spread the word about beers, businesses, or causes they like and support.Ĭollabs generally break down into three types: A brewery promoting awareness of a nonprofit and often donating a portion of the proceeds, a brewery joining marketing forces with a non-beer business, or two breweries working hand-in-hand on a unique brew. When breweries do collabs, “it’s beneficial for both of us,” says Zach Fowle, head of marketing for Arizona Wilderness Brewing Co. The amount of work ranges from a quick, “Sure, let’s do it” to dozens of emails back and forth to decide everything from which style of beer will be made to what the label will look like. How do they serve the collaborators, consumers, and community?īeer collaborations or “collabs” are generally cross-promotions between breweries, fashion brands, foods, sports teams, charities - pretty much anything. Scroll through the Untappd app, and many breweries list pages upon pages of collaborations.īut what, exactly, does that mean? How do collaborations come about? Who decides what’s in the beer? Anyone who’s ever been to an independent brewery or picked up a can of craft brew probably has seen the term “collaboration” on a menu or can.

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