Volley, Rolling Stone explore new brand partnerships
Two new partnerships show the power of out-of-category brand collaborations
Rolling Stone magazine and Volley have both struck partnerships with beer brands as part of category and consumer extension strategies.
Iconic music publication, Rolling Stone, has a new collab with boutique brewer, Young Henrys, with the Sydney-based brewery announcing the launch of The Unifier beer. The limited-edition beer is inspired by music’s power to bring people together throughout the ages and marks Rolling Stone’s first co-branded collaboration with an Australian craft beer.
“Rolling Stone has played a pivotal role in celebrating music’s culture-defining moments for over 50 years,” said Rolling Stone president and COO, Gus Wenner. “We’ve joined forces with Young Henrys to create a beer that not only honours our heritage but also reminds today’s generation that history is still in the making,” he added.
Volley reveals third instalment of successful strategy
By Imogen Bailey | 17 March 2021
The partnership follows similar successful partnerships with VB and Vegemite.
However, the Coopers Volleys won t be available for purchase, instead they can be redeemed by customers who purchase a case of Coopers XPA at select liquor retailers across the country.
Additionally, for those enjoying a glass of XPA at their local, scratch and win cards will be available at more than 60 participating drinking venues across the country.
Prizes include Volley sneakers, socks and caps, and limited edition XPA enamel pins.
Volley Australia marketing manager, Sam Despotidis, said the brands similar heritages made the partnership a natural fit.