What is the point of collaborations between brewers?
For some time now, we have observed how the craft beer sector is buzzing with collaborations between brands, and one wonders what it means when we read the term collaboration or collab on a label. As in everyday life, it means thatque two or more producers have come together to make a batch of beer together.
Normally it is an unpublished beer to date; a new recipe created and elaborated between different companies that are also mentioned on the label. The result is aexclusive beer, a limited edition that rarely gets repeated.
¿But what benefit do the factories involved obtain? Although sometimes the reason is pure friendship, most of these cobranding are highly studied and happen when two brands pursue a common position. Beyond branding, collaborations serve as a cover letter to new markets. It is risky to enter only a new market, but access from the hand of another local brewer is easier.
Now, some collaborations are memorable because they reallythe brewers involved accomplish something together that they couldn't separately. This is the case of Guinness and Timmermans with Lambic & amp; Stout. These classics have come together to assemble what each one knows how to do best. Cases like this are a rare issue where collaboration adds up because without it the end result would be impossible.
It is also worth noting thecommemorative collaborations, whether for a factory anniversary or any other milestone. For example, Cervecera Península and Cervesa La Pirata produced a double IPA called Heavy Weight after receiving the award for best brewers in the last edition of the Barcelona Beer Challenge.
Even the concept of beer collaboration is leaping to multinational groups, whose brands collaborate with each other as part of the parent company's strategy. What is clear is thatCollaborations are not a passing concept, we will see more and more diverse colors, always looking for the consumer to feel special.