Pondering the Pint: Novel Craft IPA collaboration showcases local values

Before the era of self-proclaimed influencers and viral videos, cross-promotion was a keen tool of brand growth. Amid today’s craft beer market melee, many brands completely miss that home-grown collaborative promotion remains a backdoor to success — you don’t need to outspend or outshout competitors, when you pool audiences that are already listening. And when those audiences are local beer and biking, well, the collaboration wave is much easier to catch.

Two hands-on Longmont-based companies, Reeb Cycles and Bootstrap Brewing, recently dove into that space with the Reeb Rocky Mountain IPA, brewed at Bootstrap and now on tap at Reeb’s Hooptie Bike Lounge.

While cross-promotion includes an umbrella of practices, one of its most common forms is to create a unique product or customer exper