Page 48 - Beverage MasterAprMay 2021

International News

Collective Arts Brewing by teaming up with the Pink Boots Society, an orga-
nization created to assist, inspire and encourage
The idea of original artwork is pushed one step women in the beer industry, to create a grape-
further by Collective Arts Brewing in Hamilton, fruit-elderflower IPA.
Ontario. This one-of-a-kind brewery “fuses the cre-
ativity of craft beverages with the inspired talents Collective Arts believes that making beer is a plat-
of artists from around the world,” using a different form, and they take it upon themselves to speak
out about issues that matter.

Beyond the Beer

These days, people are paying attention. Social
media and the internet have changed the way
that consumers interact with brands. Beer compa-
nies have a real opportunity to make a statement
and engage with their audiences. They can speak
directly to their consumers, something that wasn’t
possible even a decade ago. Every new post is an
artist for each piece of art that goes on their cans. opportunity to share a message, draw attention to
Today, the brewery has commissioned over 1000 their company and build anticipation for upcoming
artists, showcasing each of them in their taproom products and release dates.
in a gallery-style display of tall cans.
Craft beer is a thriving online community, and new
Collective Arts also promotes musicians, not only breweries are joining daily. Brewing companies
on their cans but through live festivals and events. must not only consider the beer they are produc-
In 2019, Collective Arts released their first Audio/ ing but also their overall brand and demographic.
Visual Lager: a music-inspired beer featuring a The most successful beer brands in Canada have
record label, four bands and one visual artist on a recognizable aesthetic that appeals to a specific
each can. The brewery threw a week of free con- demographic. Many have eye-catching logos and
certs in Toronto to celebrate the launch. They also beer cans that border on fine art. These breweries
organize the annual “Liquid Arts Festival” to cele- bridge the gap between beer and brand by devel-
brate beer, art and music, featuring bands, live art oping merchandise and apparel, funding live and
installations, food and, of course, Collective Arts online events and using their platform to deliver a
beverages. message beyond “let’s party.”

Recently, Collective Arts expanded its platform As social media and online communities continue
and now uses its brand to promote larger issues, to grow, breweries must understand the power of
such as tolerance and equality. They released their their brand and the voice that comes along with it.
“Amplified Voices” series in 2020, using limited-edi- Beyond the beer, clothing and accessories, brew-
tion artwork aimed at “provoking challenging topics eries have the opportunity to share a message,
and creating space for groups that are too often often to a large audience. It’s important to take this
left in the margins.” The brewery raises money for opportunity and use it to create positive change.
various causes through their Collective More. char-
itable initiative, aimed at supporting community, As the world continues to evolve through a global
creativity and equality. Their goal is to financially pandemic, enormous human rights movements and
assist charities that do work “to bring more equali- an onslaught of technological advances, it is more
ty and better the well-being of people in their com- important than ever to create brands that inspire
munities.” The Collective More. initiative continues good. Whether they source local ingredients, sup-
to sell merchandise, screen prints and limited-re- port struggling artists, collaborate with other small
lease beers, with proceeds funneling back into their businesses or donate to charitable causes, giving
charitable initiative. back is an integral part of creating a successful
brand, and as consumers, it is a crucial thing to
For International Women’s Day, they celebrated consider when choosing which brands to support.

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