The Ultimate Guide to Co-Branding a Beer

As breweries continue to seek new ways to generate revenue, many have turned to tried-and-true strategies like trivia nights. However, there are proven additional options available that don’t rely heavily on social media posts. By approaching local organizations and pitching the idea of a co-branded beer, you can form a partnership with a larger entity, allowing your brewery to shine even brighter in the public eye.

Best Beer Co-Branding Partners

When considering a partnership with a local organization, aim for one that will create a lasting impact. While collaboration brews or charity events are great, they are typically short-lived. Co-branding a beer requires upfront effort, but the investment can pay off for years to come.

Look to local universities, casinos, minor league sports teams, and similar entities. The marketing is already in place; you simply need to offer a great product that can fit into their existing marketing channels.

The first step is connecting with the right contact. A great place to start is your local chamber of commerce, which can guide you to the appropriate person.

The Ups and Downs of Beer Co-Branding

Before you approach these organizations, you might feel hesitant. Many of them generate more income in a week than you do in a year. But don’t let imposter syndrome stop you—successful businesses often come from taking calculated risks. If you want to make headlines, you’ll need to punch above your weight.

The casino industry is evolving, and you can help in this transformation. As gambling habits shift, casinos are increasingly focused on slots, online betting, and entertainment. This is your opportunity to pitch your brand as a value-add to their offerings.

The casino can handle the marketing, while you add value by working with their chef on special beer pairings for signature dishes. These intangible benefits are where casinos will be most receptive to a partnership.

Additionally, consider aligning with upcoming entertainment events that match your target demographics. Sponsoring an event that you personally enjoy can also bring great satisfaction.

Casinos are well-oiled machines, so be prepared to move quickly and efficiently when working with them.

Targeting Universities for Co-Branding Opportunities

If you have a mid-tier university in your town, it’s likely facing enrollment challenges. While this shouldn’t be brought up in negotiations, it’s a problem your partnership can help solve.

When approaching a university, come with a blank slate. Be ready to discuss what you bring to the table—whether it's the beer style, production capacity, or distribution channels. Universities often have strict brand guidelines, so allow them to take charge of the marketing. From experience, offering too much input too soon can inadvertently offend someone.

One major advantage of partnering with a university is the potential to get your co-branded beer into the stadium (if local laws permit). This not only introduces your beer to a new audience but also reminds them that your brewery is the perfect post-game spot to grab a bite.

During negotiations, enjoy the process. The destination will come in time. You’ll likely work with an outside licensing company, which will set the guidelines you need to follow, including the royalty payment, which typically ranges from 6% to 15%. Don’t view this as an added cost—think of it as a revenue-sharing model. It will be factored into the beer price and will support a great business partner. This collaboration will boost your revenue in the long run.

Once the partnership is finalized, the beer's release may be months away. Use this time to your advantage by getting all your merchandise approved and preparing to capture as much income as possible once brewing begins.

Consider having a launch party for the co-branded beer and use of GoTab’s Mobile Payment System during this event so it can also make operations more efficient. Hosting a large launch event for your co-branded beer at your brewery. The ability to quickly and smoothly serve customers — especially during high-volume times — is critical. A streamlined payment system like GoTab’s can handle a sudden influx of patrons with ease. 

What to Brew?

When selecting a beer style, aim for something that appeals to a broad audience. Since you’ll be catering to a diverse crowd, a golden ale or lager is likely to be a crowd-pleaser. Keep profitability in mind, as this will likely become one of your best-selling beers.

Maximizing the Co-Branding Partnership

To fully leverage the co-branding partnership, consider integrating tools that enhance customer engagement and loyalty, such as GoTab’s Point of Sale (POS) system. By using GoTab’s membership and subscription programs, you can offer exclusive incentives for repeat visits. Offering branded membership swag or other perks encourages customers to keep coming back, driving both brand awareness and sales. This kind of loyalty program perfectly complements a co-branded effort and strengthens the connection between your brewery and its customers.

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Conclusion: Strengthen Your Brewery’s Success with Co-Branding

In today’s competitive craft beer market, co-branding with local organizations can be a powerful way to differentiate your brewery. By leveraging a partner’s established customer base and marketing channels, your brewery can reach new audiences, build stronger community ties, and increase sales. Tools like GoTab’s POS system can further enhance the experience by streamlining operations and providing valuable customer insights to keep margins strong.

Collaborations are not just about brewing a beer—they’re about telling a story that resonates with the community. When done right, these partnerships can lead to long-lasting relationships and sustainable growth for your brewery. If you're looking to stand out, co-branding may be the perfect recipe for success.

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