Sponsorships come in a wide variety of options and opportunities. There’s the ubiquitous sports collab — like Biscayne Bay Brewing’s recent deal with the Miami Marlins. You could go the music route — like Left Hand Brewing’s sponsorship of the 2020 Telluride Bluegrass Festival last month. Some prefer a refined community-centric approach (like Founders Brewing’s continual ArtPrize sponsorship), while others prefer an in-your-face video games plan of attack (like Busch Light’s Big Buck Hunter tie-in).
But it’s a rare opportunity for a craft brewery to get a film partnership. I’ve heard of craft beers being highlighted in films (like Thor drinking Creature Comforts Brewing Co.’s Athena brand in Avengers: Endgame), but few have made pre-promotional partnership level like Boulevard Brewing Co. and A Quiet Place Part II, which is very cool.
The Kansas City-based brewery recently announced the release of a new packaging format for its popular, award-winning Tank 7 beer via limited-edition four-packs of 16-oz cans featuring imagery tied to the sequel to the 2018 horror movie about creatures that, like myself, hate noise (like, really hate it), scheduled to hit theaters nationwide on March 20.
Question: How quietly can you open and drink that beer?
Here’s a quote from the press release.
“As fans of the first film, our team was thrilled to collaborate with Paramount by connecting the sequel to one of our most beloved beers,” said Natalie Gershon, vice president of marketing for Boulevard Brewing. “The film and the beer are both scary-good, and Tank 7’s distinctive taste makes it the perfect complement to all sorts of foods — including popcorn!”
Previously available only in bottles, the new year-round can of Tank 7 — a celebrated saison known for its complex flavor and fruity aromatics — represents an important milestone for Boulevard. To mark the occasion and the Paramount partnership, the new campaign invites fans to “Enjoy the thrill, if you dare” by cracking open a can.