SmileyWorld and Tsingtao partner for limited edition beer collaboration

The Smiley Company has partnered with China’s number-one beer brand Tsingtao for an exclusive collaboration. The limited-edition range of beer will be sold across mainland China.

The pairing of SmileyWorld – known for happiness, positivity and self-expression – with trend-driven brand Tsingtao creates the perfect platform to engage with young adults through a campaign centred around creating a “Happy Planet”, full of happy people.

Launched at the beginning of November, the collaboration will feature music-related designs on millions of Tsingtao ‘Pure Draft’ cans and bottles. With eight fun SmileyWorld icons decorating the cans, including bespoke icons created especially for the campaign, Tsingtao and SmileyWorld will encourage people to express their attitude through the Smileys.

A limited edition bottle has also been created, with a design intended to bring people together: when placed together, two bottles create a complete Smiley, showcasing the power of friendship and sharing.

Supported by a 360-degree marketing campaign including TVC, online and social media, content will be created for WeChat, Weibo, Little Red Book and TikTok. Tsingtao’s brand ambassador Hua Chenyu, a musician with 40 million followers on Weibo and over 7 million on Tik Tok, will also promote the partnership through online and social media.

Nicolas Loufrani, SmileyWorld CEO says: “Tsingtao is the most iconic beer brand in China, one perfectly matched to SmileyWorld in terms of appeal to trend-driven consumers. The Smiley Studio has created a new set of bespoke designs which will appeal to Chinese consumers and co-created a fantastic activation with our friends at Tsingtao.This proves once again the talent of the team at the Smiley Studio and our ability to work with the most professional brands and agencies in the world.”

A Tsingtao Beer spokesperson commented: “Our Pure Draft beer and SmileyWorld collaborated to reimagine our current packaging with a fresh SmileyWorld design. The new can and bottle designs are trendy, fun and creative. By creating these impactful and appealing trend-driven products, we have created a link between beer and the lifestyle industry. We believe that the collaboration between our two brands will bring consumers more fresh and novel experiences.”

 

US metal band Deftones celebrates 20 years of White Pony album with Belching Beaver IPA

The American alternative metal band, Deftones has extended its partnership with the Belching Beaver Brewery for another collaborative launch, this time celebrating the 20th anniversary of the band’s third studio album, White Pony.

Available in the US only and for a limited time, the launch – a Double Dry Hopped IPA – arrives with artwork styled upon the platinum-selling 2000 album. According to Belching Beaver, the 7 per cent ABV beer features ‘an upfront flavor of pineapple but finishes with a soft grapefruit note with a mild bitterness and medium mouthfeel.’

The anniversary launch marks the third collaboration between the US metal band and the Belching Beaver Brewery in the past four years. The relationship was kickstarted in 2016 when the two aligned to release the Phantom Bride IPA. The two reunited in 2018, when, after attending a Deftones concert in San Diego, the Belching Beaver team were inspired by the band’s Dia de los Muertos artwork and later went on to develop the Mexican-style lager, Dia de los Deftones.

At the time of the launch, Deftones’ lead vocalist, Chino Moreno, said: “[Belching Beaver’s] commitment to quality and excellence aligns perfectly with our ethos; from our music to our aesthetics, and now to our collaborative beer, we want our fans and consumers to experience only the best. We want it all to reflect the time and attention that was put into it.”

The band unveiled the latest Belching Beaver collaboration, the White Pony IPA, via its social media platforms this week. It arrives as the band prepare for the release of its latest album Ohms this September, and the anticipated release of a White Pony album 20th anniversary remix called Black Stallion.

Peaky Blinders lands its first official beer with Thornbridge Brewery

Endemol Shine Group has turned to Thornbridge Brewery to develop the first official beer brand for its hit TV series, Peaky Blinders.

Inspired by the hit series, and developed in partnership with the show’s creator, producer, and official brand owner Caryn Mandabach Productions, Thornbridge Brewery kicks off with the launch of the Shelby, A 5% India Pale Ale.

Thornbridge took its inspiration from the kind of beer styles that would have been around in 1919, at the time of the Peaky Blinders, and has created something it feels The Garrison would be proud to serve.

The official launch of Shelby will be at the new Thornbridge and Co. Pub – The Colmore, in the heart of Birmingham on February 20th. Thornbridge will also be bottling Shelby which will be available next month.

Steve Knight, creator and writer of Peaky Blinders commented: “Shelby beer is the first and only legitimate Peaky endorsed beer. It has been crafted to be the same brew the Peaky boys would have drunk in the pubs of Small Heath. It really is the authentic taste of the Peaky Blinders world. Cheers.”

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, added: “We have always wanted to find the right partner for a legitimate beer inspired by the Peaky Blinders series.

“Thornbridge is that partner as it is truly passionate about the product it is creating which is an authentic beer capturing the essence of the world of Peaky Blinders. We look forward to a long and fruitful partnership.”

Simon Webster, CEO of Thornbridge added: “We’re incredibly proud to be working alongside the creators ofPeaky Blinders, it’s an honour to have been asked to collaborate with such a legendary show.

“We wanted to ensure we created something that thePeaky Blinders would have found on the bar at The Garrison and we think we’ve done just that. We hope Shelby will bring pleasure to many.”

India Pale Ale was developed in England in the late 19th Century and became popular among the East India Trading Co. It was soon discovered that the sulphate rich water in Burton upon Trent created a cleaner, crisp and bitter beer which continued to grow in popularity in the local area.

Thornbridge has worked to create a version of the original India Pale Ale style that the Peaky Blinders would have indulged in. Shelby, named after the infamous brothers, is brewed with Fuggles and Bramling Cross hops. It pours golden amber in colour with a nose of stone fruit and red berries, a gentle maltiness on the palate and a wonderful citrus, lemon-pith bitterness.

The award-winning BBC One and Netflix series Peaky Blinders is produced by official brand owner Caryn Mandabach Productions and by Endemol Shine Group’s Tiger Aspect Productions.

Endemol Shine Group represent a range of global ancillary rights for Peaky Blinders which is distributed by Endemol Shine International across more than 180 countries.

Thornbridge’s beer is the latest in an extensive licensing programme developed by Endemol Shine Group for the BAFTA winning series over the last year, joining recent successes such as the inaugural Legitimate Peaky Blinders Festival; the sell-out officialPeaky Blinders book from publisher Michael O’Mara; and the A/W’19 tailored menswear capsule collection from David Beckham’s menswear label Kent & Curwen.

Five series have aired on BBC and the latest series launched in October on Netflix in the US and in international markets where Netflix hold premier rights.