Lyft, Hearst, and Dunkin’ Donuts create their own beer lines
Young people may be getting wasted less than in the past, but that isn’t stopping companies from coming up with creative new ways to help consumers imbibe responsibly. Brands outside of the alcohol space have been creating their own beers, and more are following suit.
LYFT X BADERBRAU BREWING
Lyft teamed up with Chicago’s Baderbrau Brewing to launch Five Star Lager for a limited-release at Chicago area bars. The partnership gave Lyft a presence within on-premise retailers where Five Star Lager—a rebranded version of Baderbau’s South Side Pride helles lager—was sold in 12 oz. cans. Drinkers also received a discount code with each can for up to $5 off a Lyft ride.Though centered initially in Chicago, the initiative could expand to other cities.
HEARST X AB INBEV
In partnership with Blue Point Brewing Company, Popular Mechanics celebrated 115 years in print by debuting a special beer in partnership with Anheuser-Busch InBev’s Blue Point Brewery. Called 1902 Lager, the creation was a labor of love between Hearst senior editor (and Certified Beer Server) Matt Allyn and Blue Point Brewmaster Dan Jansen, who landed on an updated pre-Prohibition lager. They took the American interpretation of the pilsner—a universally crisp and clean blonde lager—but with the newest hops and brewing methods to create a more modern flavor.
DUNKIN’ DONUTS X CATAWBA BREWING
To celebrate National Coffee Day, Dunkin’ Donuts teamed up with North Carolina’s Catawba Brewing to create a limited-edition Dunkin' Punkin Brown Ale. The small-batch, pumpkin-flavored beer utilized actual Dunkin' ingredients and was the first-ever to include the brand's original flavorings. The unique brew was released exclusively at Catawba's four tasting rooms across the state, and as part of the project, $1 from every pint went to Second Harvest Metrolina, a local food bank.