The New World of Bands, Beers and Beverages | The Wall Street Journal

Each year, Dogfish Head brewery develops scores of beers, hoping for a hit. The key note could be fragrant hops, or a stylistic twist. This February, the Delaware brewery got drinkers’s attention by celebrating a legendary jam band’s 60th anniversary.

Grateful Dead Juicy Pale Ale’s fruity flavor reverberated with fans of the band and its spinoff, Dead & Company, which is touring this year. Venues dispense drafts and cans sporting the Dead’s skull logo. “We tapped into this cult following,” said Dogfish Head co-founder Sam Calagione. The collaboration is the brewery’s fastest-growing beer in its 30-year history. 

Beer and music have long been a popular pairing. Now bands are collaborating with breweries on beers, hop waters and other drinks sold at shows and stores. “It’s an extension of the experience,” said Julian Yakoo, co-founder and CEO of nonalcoholic-beer company DrinkSip.

For my latest article in The Wall Street Journal, I explore what it takes to brew a chart-topping success.