Dogfish Head Brewery is celebrating its 30^th anniversary this year with a pair of product launches designed for a broader appeal: the 30 Minute Light IPA—a low-ABV, 95-calorie brew—and a collab with a storied jam band, the Grateful Dead Juicy Pale Ale. The lighter beer is geared toward a more calorie-conscious, wellness-focused demographic. The juicy pale ale, which is nearly a decade in the making, represents the company’s broadest collaboration in its 30-year history, according to founder Sam Calagione. "It's not just for hardcore beer geek hop heads," as he puts it.

Dogfish is no stranger to band partnerships, as music has always been a passion point of the brand. But this collab in particular, which marks the Grateful Dead's 60^th year, warranted a multichannel marketing plan. 

“I think it’s the most robust collaboration in 30 years,” Calagione told Chief Marketer. “Part of that is all the sustained, thoughtful moments that we have on the horizon to not just let it be a launch moment, but embed it in our culture and the Grateful Dead’s culture.” 

A launch party event with a Dead cover band, a Record Store Day tie-in, guerilla marketing tactics and branded merch—from bocce kits to cornhole bean bags—are all part of the plan.

Enjoy our conversation with Calagione, who discusses his vision behind the launch, the brand’s longstanding connection to music, trends within the alcoholic beverage category and the brands in the marketplace that most inspire him.

Until next week,