WHY IT MATTERS

Musical artists and breweries are coming together more and more, but especially on the heavier side of the rock spectrum. In the UK, Iron Maiden and Robinson’s collaborated on Trooper, one of the brewery’s most popular beers, having a hugely positive impact on sales almost immediately after its release in 2013. Sweden’s Opeth produced Communion Pale Ale with Northern Monk in Leeds, UK. And Atlanta’s Mastodon has collaborated on a couple beers, including a Farmhouse IPA with Mikkeller called Mother Puncher.

For bands, these collaborations help them stay in touch with their audience as it matures—and as it often starts drinking craft beer. For breweries, they offer the potential to reach a new audience, especially when the bands hit the road or do a promotional cycle for a new album. It’s hard to say who benefits from the most from a marketing standpoint, but one thing’s for certain: you’ll definitely see more partnerships like this in the future.

—Matthew Curtis

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