If Dan Patrick Was A Beer…
I stumbled upon a display of Redhook Ale Brewery’s Audible Ale this past weekend. A beer brewed in conjunction with the Dan Patrick Show that invites you to “fill your passion bucket with the ultimate crushable ale.”
Here’s the description: “Redhook has teamed up with Dan Patrick to brew the ultimate craft beer for watching sports: plenty of flavor and aroma, and crushable enough to make you want another — without making you sloppy by halftime. Listen to your thirst. It’s Audible.”
I can’t tell… is this a radio promotion? A Dan Patrick promotion? A Redhook beer promotion? (For the record, I’ve reached out to Dan Patrick and Redhook for more details on how the partnership came about.)
It really doesn’t matter – it works for all three. For Redhook, it’s a great way to get a new, beer loving audience to try your beer. It’s a great way to get DP fans to think of (and consume) him and his brand when they aren’t listening to him. Beer and sports are natural partners and actually help to reinforce each other’s brands. And a nationwide promotion for a radio show or host of any size is good for branding and exposure.
It made my wife say, “is Dan Patrick even on in Seattle?” He must be, I said. Upon further investigation — no. Actually, he’s not. But, we do like good beer in Seattle, so…
Regardless, I still love the partnership and would encourage radio to use this as an inspiration to think big and find creative ways to leverage brands against each other.
(Yes, it tastes great too. Not as bitter as Dan Patrick, though – <insert rim shot>)