Legendary New York-based rap group Run The Jewels has teamed up with craft beer label Brooklyn Brewery to launch an all-new collaborative brew called '36" Chain.' The limited-edition beer is a double pilsener and will be sold at Run The Jewel's next live concerts at MSG in August, as well as online via the group's new ordering service BaRTJ.
In addition, the new beer cans come with eye-catching artwork that was designed by Matt C. Harvey, who won a design contest held by the brand. As for the actual beer, it is made with fonio, an ancient West African grain.
"When I met with the band, I joked that I wanted to make a "tactical pilsner" - a beer that "tastes like beer", but has some refreshing bite and fruitiness that comes from the use of fonio. And it's a little bit strong because nothing RTJ does is light!" said Garrett Oliver Brooklyn Brewery’s brewmaster.
Rap Group-Backed Beers
Brooklyn Brewery and Run The Jewels Partner to Launch the '36” Chain' Beer
Trend Themes
1. Music-beer Collaborations - Collaborations between music groups and craft breweries are on the rise, providing an opportunity for brands to tap into new markets and offer unique experiences to customers.
2. Ethnic Ingredients in Craft Beer - Craft breweries are experimenting with unique and global ingredients such as fonio to create distinctive flavors in their products, opening up opportunities for differentiation and new customer bases.
3. Art-driven Packaging - Artistic beer packaging, such as the eye-catching design by Matt C. Harvey, is increasingly being used by breweries to differentiate their products and create a memorable experience for consumers.
Industry Implications
1. Craft Beer - The craft beer industry can take advantage of the growing trend of music-beer collaborations to reach new audiences and create unique products that stand apart from traditional offerings.
2. Music - Music groups can collaborate with breweries to offer unique experiences to their fans, creating an additional revenue stream and expanding their brand beyond music.
3. Design - Designers and artists can partner with breweries to create eye-catching packaging and label designs, providing new opportunities for artistic expression and exposure to new audiences.