Beer collaborations have been popular for years. But with craft beer struggling these days, brewers are finding that to stand out from the crowd, their collaborative offerings must be unique. Today’s crop of popular collaborative brews are produced near and far and often highlight never-before-seen partnerships and locally grown ingredients.
Recently, some renowned German breweries have teamed up with U.S. beer interests on special releases that have garnered strong demand. Bavarian Bierhaus, a 10-year-old brewery and restaurant in Glendale, Wisconsin, had the fortune of collaborating with Freising, Bavaria, Germany’s Weihenstephan Brewery—widely recognized as the oldest brewery in the world—on a signature brew that was served at the venue’s Oktoberfest celebration last year, as well as at other Badger State accounts. Called Zwickel Festbier and produced in Freising, Germany with American hops, the collaboration was “overwhelmingly positive,” says Bavarian Bierhaus owner Josh Neureuther.
In another example of Old World meets New World, Bavaria’s Benediktiner Weissbräu Brewery—founded by Benedictine monks—produced a helles brew for Prost, the Northwest beer bar chain, last year that Prost co-owner Dan Hart calls a “pinch-me moment.” Helles Export was brewed by Benediktiner, now a subsidiary of Bitburger, near Ettal, Germany. “The response was phenomenal,” Hart says. “Customers understood how unique it was. Even local brewers came in to try it.” Indeed, the original allotment of 250 kegs, sold exclusively at Prost’s four locations ($8 a halfliter), was depleted in about a month, so another 200 kegs were produced. By early this year, that batch had also sold out. Noting that collaborations between brewers are fairly common—particularly in the Northwest—Hart says, “it’s a big deal for a retailer like us and an iconic brewer like Benediktiner to team up.”
Some retailers, meanwhile, are teaming up with local brewers on collaborative beers that also set them apart from their competitors. Ohio’s Dorothy Lane Markets, with four stores in the Dayton area, partnered last year with local brewer Warped Wing—along with the city’s Cox Arboretum—on Midwest Roots Red IPA, produced with mostly locally grown ingredients. The beer featured heirloom turkey red wheat from Dorothy Lane’s grain supplier and Chinook hops grown at the arboretum. Warped Wing co-founder and vice president of sales and marketing Nick Bowman says the teams underestimated the excitement for the brew, which was initially available at the grocer ($13 a 6-pack of 12-ounce cans) and on draft at the brewery’s four taprooms. Midwest Roots was later expanded to other onand off-premise venues in Dayton, Cincinnati, and Columbus, Ohio. In an effort to drive home the community spirit of the collaboration, proceeds from the brew benefitted the Cox Arboretum Foundation.
Another small grocery chain, Zupan’s Markets in Portland, Oregon, is so committed to collaborating with local craft brewers that for the last decade it has offered the Farm to Market series of exclusive beers. Late last year, the 34th beer in the series—an imperial stout produced in concert with Ferment Brewing Co.—helped mark the three-store chain’s 50th anniversary. Since 2015, Zupan’s has partnered with independent Oregon breweries on limited-release brews that “celebrate seasonality, craftsmanship, and the relationship between Zupan’s and local producers,” says Micah Bell, creator of the Farm to Market series and a store director. The series of beers—which is supported with public relations, social media, and e-mail blasts—has helped bring craft beer fans into the stores, he adds, while introducing them to new local brews. In addition to driving foot traffic, the collaborative beers “build customer loyalty, expand reach to new audiences, and reinforce Zupan’s mission to support Oregon’s local food and beverage industry.” This year, among other breweries, partnerships are planned with pFriem Family Brewers and Heater Allen Brewing.
Looking ahead, brewers and retailers expect that collaboration beers will continue to evolve and that truly unique offers will be the best performers. Warped Wing’s Bowman sees more potential for brews that highlight local ingredients and bring together multiple parties—much like Midwest Roots. People get excited about collaborations between brewers that are loved,” says Prost’s Hart.