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.

The Unifier is a hazy and hoppy pale ale made from rolled oats, with stone fruit aroma and flavour, and will be made available on tap and in tinnies nationwide. As part of the partnership, Rolling Stone has brought on Rolling Stone Australia, published by The Brag Media, to promote the product in the local market.

“Great collaborations happen when people of similar values meet,” said Young Henrys co-founder, Oscar McMahon. “It's no secret that the Young Henrys family is made up of dyed-in-the-wool music lovers who embrace all that music is, was and represents within society and culture. So, we made a beer with Rolling Stone that honours that sentiment,” he said.

The partnership includes a collaboration with Rolling Stone and Young Henrys brand ambassadors, including sportsman and disability advocate, Dylan Alcott, as well as Amy Shark, Murray Cook and Patience Hodgeson. These brand ambassadors will be calling awareness to The Unifier’s mission, with a percentage of proceeds going towards organisations making a difference in Australia today, including Dylan Alcott Foundation, Support Act and Autism Camp Australia.

In other partnership news, long-standing shoe brand, Volley, has teamed up with another beer brand, Coopers, to develop the XPA Volley shoe. Available through selected venues, it’s a limited-edition sneaker featuring Coopers XPA’s distinctive purple colour.
 
“Like Volley, Coopers has a long and proud history making quality products for Australians,” Coopers marketing and innovation director, Cam Pearce, said. “Our brands are among the best known and loved in this country, so it made sense for us to join forces to create the ultimate Aussie footwear.’”

The Volley is a tennis shoe that started life in 1939 and Coopers is a sixth-generation family owned business which has been producing beer since 1862. The XPA sneakers aren’t available to purchase and must be claimed by customers after they have bought a case of Coopers XPA.

Volley Australia marketing manager, Sam Despotidis, said both brands’ similar heritages made the partnership an obvious choice. “When we put the call out to our fans on what collaborations they’d like to see, they asked for Coopers. Our customers value quality and having fun with their mates, which aligns with Coopers XPA drinkers and what they value.” said Despotidis.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in