How Brewery Collaborations are Evolving | First Key Consulting

A decade ago, breweries found eager audiences for fledgling beers and brands. Brewing great beer, or even so-so stuff in an underserved market, could attract drinkers and media attention. Nowadays, simply existing is no longer unique in this teeming marketplace, thousands of breweries creating hoppy white noise. To sing singular tunes, breweries are looking beyond the beer industry and seeking out brand collaborations that create crossover audiences. For my insights column for First Key, I look at how breweries are reaching beyond the beer aisle.