Craft brewery goes full shark mode for Martha’s Vineyard weekend bash
This weekend, Martha’s Vineyard goes back to the beach as the island marks the 50th anniversary of JAWS — and Dogfish Head is jumping in with both fins. The Delaware-based brewery has been named the “Official Beer of JAWS 50th Anniversary Celebrations,” teaming up with the Martha’s Vineyard Chamber of Commerce for a weekend of events where the movie was famously filmed. Dogfish Head is turning up the tide with beer samplings, canned cocktail tastings, and lots of off-centered fun.
Drink like you’re gonna need a bigger boat
Dogfish Head is bringing five fan-favorite beverages to the island celebrations (details on the event here). Expect beachside sippings and bold flavors:
- 60 Minute IPA (6.0%) — A flagship IPA known for its continual hopping and balanced bitterness.
- Grateful Dead Juicy Pale Ale (5.3%) — A collab beer made with Kernza and granola, brewed with good vibes and tropical aromas.
- 30 Minute Light IPA (4.9%) – Crisp, light, and only 90 calories. It’s summer in a can.
- Strawberry Honeyberry Vodka Lemonade (7.0%) – A refreshing vodka cocktail bursting with berry and citrus.
- Blood Orange Mango Vodka Crush (7.0%) – Dogfish Head’s take on a Mid-Atlantic favorite. Crushable and loaded with real fruit.
From the press release:
“A nautical brand rooted in coastal grit, Dogfish Head has always had an inherent connection to the ocean,” said Sam Calagione, Dogfish Head Brewer & Founder. “That’s why, when the Martha’s Vineyard Chamber of Commerce reached out about partnering to celebrate the most legendary shark movie of all-time, we jumped at the chance. Not to mention, our logo is a shark … it doesn’t get any more kismet than that!”
Sharks, suds, and celebrations
The JAWS 50th festivities span Friday and Saturday, June 20–21, with film screenings, beach games, music, and pop-up food vendors. Dogfish Head will be set up throughout the weekend, offering tastes and swag to thirsty beachgoers and movie buffs. The brewery’s shark logo makes it a natural fit for the event, but the real connection is deeper — Dogfish Head, like JAWS, is rooted in coastal Americana.
Double the anniversary, double the party
JAWS isn’t the only one turning 50 (er, 30). Dogfish Head is also celebrating its 30th birthday this weekend. Back home in coastal Delaware, the brewery is throwing a multi-day bash with live music, karaoke battles, new beers, tattoos, and throwback eats. Dogfish is releasing a special collaboration with North Park Beer Co. called Manifest The Awesomeness — a West Coast IPA brewed with an experimental drip-hopping method. It’s only available at Dogfish locations while supplies last. From the press release:
“We’re beyond excited to be celebrating our 30th anniversary with a collaboration as special as Manifest The Awesomeness – a beer that represents innovation, creativity, and the artistry of craft brewing,” said Dogfish Head Brewer & Founder, Sam Calagione. “The combination of cutting-edge hopping techniques and small-producer-sourced ingredients makes this release something truly unique, and we can’t wait for beer lovers to experience the bold flavors and incredible character we’ve crafted together with our friends at North Park!”
Live music all weekend, no tickets needed
Dogfish Head lined up a solid schedule of free live performances:
Rehoboth (Brewings & Eats + Chesapeake & Maine):
- Jamie McLean Band – Friday, June 20, 9–11 p.m.
- Kerry Hallett – Saturday, June 21, 6–9 p.m.
- The Psycodelics – Saturday, June 21, 9–11 p.m.
Milton Brewery:
- Back Bay Trio – Friday, June 20, 5:30–7:30 p.m.
- Connor Kaufman – Saturday, June 21, 5:30–7:30 p.m.
- Jace Miller – Monday, June 23, 12–2 p.m.
- Jamie Salvatore – Monday, June 23, 2–4 p.m.
- Pawnshop Roses Duo – Monday, June 23, 4–6 p.m.
- Jon Snodgrass Finale – Monday, June 23, 6:30 p.m.
Jon will debut three original songs about Dogfish’s 30-year journey, pressed on limited-edition vinyl (only 500 available).
Dogfish INN VIP package: a beer geek’s weekend getaway
For fans looking to make a full weekend of it, the Dogfish INN in Lewes is offering a special anniversary stay package, which includes:
- A reserved seat at the Fireside Chat with Dogfish Head and North Park Beer Co. (Sunday, June 22)
- A signed vinyl album from The Pain Relievers (signed by Sam Calagione)
- A custom commemorative event coaster
Rooms are still available — guests can call 302-644-8292 to book.
Limited-edition 30th anniversary merch
Collectors, take note: Dogfish Head is rolling out exclusive anniversary gear throughout the weekend. Look for:
- Custom-designed tees and hats
- Branded glassware
- Anniversary-themed Dogfish art
- The new 7-inch vinyl from Jon Snodgrass
All available at Dogfish locations and online at dogfish.com/shop.
Bonus fun: tattoos, brunch, and throwback bites
- Get Inked: At the Milton brewery, tattoo artist Joseph Furio will offer custom Dogfish Head tattoos from 12–6 p.m. on Monday, June 23. The brewery will even kick in $30 toward the cost.
- Dogfish Archive Project: Bring vintage Dogfish merch or memorabilia to be considered for their future museum-style exhibit at Analog-A-Go-Go.
- Lobster Brunch: Chesapeake & Maine hosts a Monday morning brunch, with dishes, drinks, and chances to win Analog-A-Go-Go tickets.
- Menu Time Warp: Back at Brewings & Eats, rediscover fan-favorite dishes like the OG Dogpile and Indulgence Burger — available Monday, June 23 only.
Ideas for other breweries: why this works
Dogfish Head is showing how craft breweries can blend cultural moments with brand identity. This collab hits all the right notes:
- It’s regional. Martha’s Vineyard and coastal Delaware share ocean-loving audiences.
- It’s nostalgic. JAWS fans span generations, much like Dogfish Head’s customer base.
- It’s immersive. Sampling, cocktails, and merch give people multiple ways to connect.
Craft brewers looking for fresh marketing ideas can take a lesson from this: Find the right moment, bring something fun, and dive in deep.
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