There are some truly dynamic duos in this world. Things that just go together, like friends and food, sun and sand, potato chips and ketchup, cats and the internet, sleep and more sleep.
But there is no more perfect pairing than that of art and craft beer.
And this is not just an excuse on my part to talk endlessly about two of my favorite things on earth, it's a relationship that has been brewing since the inception of the industry. The two have organic chemistry, and more importantly, share similar missions and goals for the members of their communities. The tenants that have governed the independent art world for ages are almost identical those practiced by the craft beer industry, one of America's fastest-growing consumer products. Authenticity, creativity, celebrating the new and the innovative all while still paying homage to and respecting tradition. These principles weave seamlessly through both industries making an otherwise unlikely pair quite copacetic, and in some cases mutually beneficial. Both art and beer embrace the unexpected and appreciate a level of irreverence and creative chaos in the name of a final product that bears evidence of its maker.
The most obvious and immediate connection between the art and craft beer industry is through their collaborative visual communication strategies. The art and craft beer worlds are congested and competition among those trying to make it is fierce. Visibility plays an important role for both artists trying to get their name out there, and breweries trying to make their products stand out on shelves lined with similar selections. Creative labels and packaging are crucial in helping a product stand out from its competitors, and beer is no exception. In fact, 66% of consumers say labels play a major role in their selection process. However, the way in which the industry is approaching the issue can often be unique.
The competitive and rapidly growing craft beer industry creates a new niche market for artists, illustrators, and designers. In collaboration with breweries, they generate visually compelling works that travel domestically and abroad on the backs of bottles handled by millions. Philadelphia-based designer Keith Shore can attest to the power of labels after joining "gypsy" brewery Mikkeller as their Art Director. Gypsy breweries, unlike your traditional taprooms, are itinerant craftsmen, traveling around the world to make collaborative and innovative brews. Due to the varietal small batch nature of their beers, they are inherently more nimble with their designs and are not bound to a single iconic visual identity. Shore's labels begin as sketches or paintings that are eventually refined digitally. Influenced by his favorite artists like David Hockney and Henri Matisse, the works are enticing and cartoonish with eye-catching color pallets that help them stand out on crowded shelves. The open creative freedom afforded to Shore is a fun side effect of a rapid production schedule and an intra-indusry understanding that the label should be equally an act of creative expression as the beer inside. All you label peelers out there be warned, don't pick at the art.
In addition to a blatant visual exchange, the art and craft beer world also intersect when it comes to their community values and ideals. Authenticity and originality stand as important standards both communities strive for. Both independent artists and craft brewers evolve from the same grassroots circles of experimental entrepreneurs and rule benders looking for unique ways to express themselves outside the normative job market. For that reason, there is an innate sense of support and comradery between two groups that strive for similar goals of creative independence. Breweries are frequent sponsors of art events and concerts, supporting local while simultaneously building a strong base of loyal customers and engaging in word of mouth marketing strategies.
The Brooklyn Brewery is a prime example of the effective power of word of mouth marketing and art based sponsorship. As one of America's largest craft brewers, Brooklyn Brewery has never placed any traditional ads, initially because they couldn't afford to but ultimately because they didn't need to. Instead, they built their loyal following by engaging directly with consumers but simultaneously letting interested parties discover the beers themselves, providing a sense of ownership. This methodology has lead to relationships with institutions such as the Brooklyn Museum and other local arts organizations. An all-around win-win situation as those in attendance got tasty, and more importantly free beer, the event coordinators appreciated the local support, and the brewery garnered effective marketing.
At the end of the day, both the art and craft beer industries are fighting the same battle against the generic, the mundane and the uninspired. All in the pursuit of creating a world where people are able to freely express themselves, and most importantly enjoy some really great beer.
