Function Brewery's Unique Event Paired Girl Scout Cookies and Beer
Laura McQuarrie — March 22, 2017 — Lifestyle
Function Brewery in Bloomington, Indiana recently launched a one-of-a-kind tasting event that matched Girl Scout cookies and beer.
At the event, which caught the attention of Millennials, customers were invited to purchase a tray of four Function Brewery beers with a sampling of four cookies. The classic Samoas were paired with the brewery's own Checksum Chai Brown Beer, while the newest Girl Scout cookies were matched with a coffee milk stout.
A local group of Girl Scouts were on-site for the event, selling additional boxes of cookies. Girl Scout troop leader Lisa Martin says that the idea for a Girl Scout cookies and beer pairing event came from her husband, who approached the owners of Function Brewing to boost cookie sales, although both businesses benefit from the exposure.
At the event, which caught the attention of Millennials, customers were invited to purchase a tray of four Function Brewery beers with a sampling of four cookies. The classic Samoas were paired with the brewery's own Checksum Chai Brown Beer, while the newest Girl Scout cookies were matched with a coffee milk stout.
A local group of Girl Scouts were on-site for the event, selling additional boxes of cookies. Girl Scout troop leader Lisa Martin says that the idea for a Girl Scout cookies and beer pairing event came from her husband, who approached the owners of Function Brewing to boost cookie sales, although both businesses benefit from the exposure.
Trend Themes
1. Cookie and Beer Pairings - Creating unique tasting events that pair cookies and beer can attract Millennials and offer a new experience for customers.
2. Collaboration with Local Groups - Partnering with local organizations, such as Girl Scout troops, for events can create mutually beneficial opportunities for exposure and sales.
3. Innovative Food and Beverage Pairings - Exploring creative pairings between food and beverages, like Girl Scout cookies and beer, can tap into consumer curiosity and drive interest in a brand.
Industry Implications
1. Craft Beer - Craft breweries can capitalize on the trend of unique beer pairings by creating beer tasting events that incorporate popular food items, like cookies.
2. Food and Beverage Events - Event organizers and businesses can seize the opportunity to curate innovative food and beverage pairings, like cookie and beer tastings, to attract customers and create memorable experiences.
3. Local Community Organizations - Local community organizations, such as Girl Scout troops, can collaborate with businesses to organize events that promote their products and generate exposure, benefiting both parties involved.
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