If someone asked me what a beer by PUMA would taste like, I might shake my head and answer "rubber soles and leather." Indeed, that's what one would naturally think. Never fear though, the PUMA Unity beer won't be made from their fitness gear. The company is teaming up with brewers Collective Sao Gabriel to create a special brew for this year's World Cup.
The PUMA Unity Beer is marketed with the message of promoting sportsmanship and working together towards a single goal. The beverage has not yet been released so the taste is unknown. I bet it will taste better than a pair of runners, though.
Sports Brand Booze
The Puma Unity Beer is Best Served with the 2010 World Cup
Trend Themes
1. Sports-themed Beverages - There is a disruptive innovation opportunity for other sports brands to team up with beverage companies and create targeted sports-themed beverages.
2. Brand Collaboration in Alcoholic Beverages - Collaborations between brands in two seemingly unrelated industries, such as fitness companies and brewers, can generate interest and excitement for a new product type.
3. Purpose-driven Branding - More companies are using marketing messages centered on promoting social good and purpose-driven ideals, which can elevate a product beyond its functional value.
Industry Implications
1. Sports Brands - Other sports brands can expand into the alcoholic beverage industry and target sporting events, catering to a niche market of sports enthusiasts.
2. Alcoholic Beverages - The collaboration between Puma and Collective Sao Gabriel may inspire other brewers to partner with corporate brands to appeal to a wider audience and create a marketing buzz.
3. Sports Event Organizers - Sports event organizers can consider offering targeted alcoholic beverages as part of event concessions to cater to the sports enthusiast market.