Crack Open a Jar of [YOUR BREWERY LOGO HERE]

It can be jarring, so to speak: to peruse the shelves and see a beer logo so familiar it’s like an old friend—then to realize it’s not a beer at all. You’re in the mustard aisle.

The arrangement starts something like this: A locally based maker of sauces or cheeses or pickles or whatever approaches your brewery with an idea. Why not make a special product with your beer in it? The contents and formula differ, but in the end, there is a confluence of brands and marketing—your logo front and center, on their foodstuff—with the brewery getting some sliver of the profits.

The existence of Budweiser barbecue sauce will, perhaps, not surprise you (did you know they put it on Dodger Burgers at Chavez Ravine?). Yet this is an arrangement that has also worked for relatively smaller independent breweries. It helps if the beer and brand are well established and recognizable, at least locally.