Redhook Brewery seems like it is constantly announcing a new high-profile partnership or collaboration, and indeed these deals are a big part of the company’s marketing strategy. Looking at the earnings report of the Craft Brew Alliance, it seems to be working.
The most notable of these are the Buffalo Wild Wings collaboration, the CHIVE’s Resignation Brewery collaboration and an endorsement deal/collaboration with sportscaster Dan Patrick. The company just announced the renewal of that Dan Patrick deal through March 2015. The news comes nearly one year after the successful launch of Audible Ale, a beer brewed in collaboration with Patrick and unveiled at Super Bowl XLVII in New Orleans.
The timeframe of Patrick’s contract ensures the partnership overlaps with two more Super Bowls, two college football bowl seasons, and two March Madness seasons. The Sports Emmy Award winner will also be featured in Redhook’s “Flippin’ Awesome Sweepstakes” in which he will flip a coin in late December to determine whether the winner receives a trip to the Big Game in New York or to Hawaii to see football’s all-stars compete on the same field. Each trip includes two game tickets, round-trip airfare for two, a four-day, three-night hotel stay and $500 in spending money.
“Our relationship with The Dan Patrick Show is perfectly aligned with Redhook’s personality,” said Redhook Brand Manager Karmen Olson. “We can’t think of anyone else we’d rather watch the game and throw back a few beers with than Dan and the Danettes.”