It’s not uncommon that brands with similar demographics will partner up to create promotional items and, potentially, increase sales. Such is the case with the classic rock band the Grateful Dead and the Delaware-based brewery Dogfish Head. The two are collaborating on a new beer.
According to the Huffington Post, the brew will be called American Beauty and is a strong pale ale, made with hops and barley grown in America. The logo is one of Grateful Dead’s iconic “Dancing Bears,” a collection of colorful bears walking in line. For this particular custom label, there will only be one blue bear with a red collar, holding a an overflowing mug. Under his feet is the beer’s title, written in red color and a rustic, old-western font evoking a sense of Americana.
In addition to the type of beer and ingredients listed below the title, there is a blank line alluding to how the beer’s recipe will be completed in December when the brewery begins accepting submissions for its final mystery ingredient. By using the primary label to engage customers, the brewery is also creating a buzz around its new line that goes beyond the partnership with the venerable band.
“The feedback the band got from Dead Heads was always an important factor in their shows,” Sam Calagione, founder of Dogfish Head, said in a press release. “And at Dogfish, we’ve always thought of our pub regulars and brewery tour guests as an informal focus group, so we’re sending a shout out to all those Dead Heads and Dogfish Heads by making them a driving force behind this beer.”
By forming a partnership with a well known band using it’s custom beer labels for a contest, Dogfish Head Brewery is effectively using its labels as a way to create consumer engagement while also attracting those that may not have been a fan of the product, but support the band.
If other companies wish to implement marketing initiatives similar to this one, they may want to invest in a high-quality color label printer such as the Primera LX400.