Craft breweries and other alcoholic beverage producers have been tweaking their recipes and finding ways to market certain beers and RTDs as “better for you” than alternative options. While I respect the effort, alcohol will never actually be good for you. The good news is: who cares? Breweries can still be honest about their product and support (and align with) healthy activities. Post-workout treats. Post-game communal celebrations, etc. Here are two examples that can share the title of Craft Beer Marketing Idea of the Week.
Sweetwater Brewing announced a new partnership with Atlanta Track Club, the second-largest running organization in the United States that delivers world-class running events and training programs along with community outreach in the Metro Atlanta Area. As the official beer partner of all Atlanta Track Club, SweetWater will support Atlanta’s running community and celebrate the benefits of an active lifestyle. This will include having a presence at all Atlanta Track Club events such as the Peachtree Road Race and Publix Atlanta Marathon Weekend.
“We are excited to partner with Atlanta Track Club and support their incredible work,” said Ty Gilmore, President of U.S. Beers for Tilray Brands, which now owns Sweetwater. “As a brand deeply rooted in our community, we believe it’s important to support organizations that inspire individuals to live balanced and active lives and foster a strong sense of community through shared experiences.”
“SweetWater Brewing’s commitment to community engagement aligns perfectly with our mission at Atlanta Track Club,” said Rich Kenah, CEO of Atlanta Track Club. “We believe this partnership will enhance the overall experience for our participants and provide them with a well-deserved celebration after their achievements.”
Aligning with athletics can also cross over into outdoors-y / environmental activities, which ties in great with many craft brewery missions.
Over in Cincinnati, the Cincinnati Off-Road Alliance (CORA) has partnered with MadTree Brewing to host a Second Annual Bike & Trail Expo that brings outdoor enthusiasts together in celebration of trails and the natural environment.
CORA is a non-profit organization dedicated to developing a thriving outdoor community in Greater Cincinnati and Northern Kentucky. Their vision is to ensure every mountain biker, hiker, and trail runner has convenient access to quality, multi-use natural surface trails right outside of their front door.
MadTree Brewing is known for its community-minded approach to business. They support the environment through initiatives like planting over 5,000 trees annually and maintaining 100% wind- and solar-powered facilities. In addition, MadTree Brewing has recently earned B Corporation certification. This means they’ve joined a global movement of companies that use business as a force for good and meet the highest standards of social and environmental impact. Less than 0.2% of breweries in America are B Corp certified, and MadTree is the only one in the state of Ohio.
“The MadTree brand and ownership are visibly aligned with outdoor recreation and the environment,” Doug Hart, CORA Board Member and Bike & Trail Expo Director. “We saw that with their unwavering support of other nonprofits in the outdoor space so they were a natural choice to host the Bike & Trail Expo. MadTree management is involved with the success of the Expo and has helped CORA create an invaluable platform for the advancement of shared use natural trails in Cincinnati and Northern Kentucky.”