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. 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? 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. 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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