Collaboration Playbook for Beverage Brands

Consumers today crave experience, and one that feels custom to them. While your bottle, label, and even closure create an experience – secondary packaging (and specifically VAPs) can add an element of immersion, especially when paired with a premium item that resonates with your community.

Collaborations are not new to the alcohol space, notably in sponsorships – brands have been “The Official Partner o” sports teams, events, and music festivals with a variety of co-branding for decades. But what if you could unlock a different level of connection to communities, especially in an increasingly online space?

Partnering with another brand as part of a VAP reaches more consumers at retail with a clear brand message. It gives you a chance to engage when they’re primed to buy and builds an experience or drives consumption in a specific occasion.