Doubling Up

The results of Rogue and Voodoo Doughnut’s longtime partnership.
The results of Rogue and Voodoo Doughnut’s longtime partnership. Rogue

A look at how some restaurants are lending brand identity and flavors to beverage lines.

A look at how some restaurants are lending brand identity and flavors to beverage lines.

One of the hippest trends in bar menus as of late has been the appearance of chef-inspired drinks—usually a craft beer—exclusive to a particular restaurant through a partnership with a beverage producer.

For instance, Washington, D.C.’s Bluejacket offers a spiced dopplebock known as The Butcher, a dark and strong lager brewed with 10 percent smoked malt, inspired by Red Apron chef Nathan Anda. Then there’s the Blue Apron, a bottle-refermented Belgian-style custom beer for New York City’s Per Se and Napa Valley’s French Laundry, which was created by Brooklyn Brewery brewmaster Garret Oliver.

While it might seem like a new trend, chef-driven beverages have been gaining momentum since the turn of the 21st century, even back to 2003, when James Beard Award—winning chef Masaharu Morimoto teamed up with Rogue Ales & Spirits for its Soba Ale, among others.

A more recent partnership for Rogue has been with the eccentric Voodoo Doughnut of Portland, Oregon.

“Rogue founder Jack Joyce and president Brett Joyce approached us using the appeal that we are both ‘rogues’ in our own perspective business fields and suggested we become a ‘collaboration of crazies,” says Kenneth “Cat Daddy” Pogson, co-owner of Voodoo Doughnut. “From there we developed the Bacon Maple Ale, which won awards across the beer spectrum from taste to bottle design.”

While the two brands are in totally separate fields of the hospitality industry, both understand the idea of co-branding and how that can benefit each other. “The Rogue [brand] is distributed nationally and internationally,” Pogson says. “By adding our [logo] to Rogue’s distribution network, Voodoo has been able to spread its brand recognition across the globe and not just in the current three cities where we are located.”

Before embarking on the co-branding, Pogson says he asked the advice of some of those who had co-branded before (including some of the above examples), to get a grasp of the potential impact of such a partnership.

“If the situation is prime and right, I would recommend others follow suit as a way of not only raising revenue, but to expose your brand to others,” Pogson says. “Once the initial process of creating, negotiating, and implementing is through—which can be demanding and intense—it is relatively pain free and simply waiting for royalty checks to arrive.”

Pogson notes that when the first one hit the market, there were reactions from all over the scale. Some people pontificated on the wonder and brilliance of it, while others bleated out that it was an abomination. It won taste and design awards, but was also panned in the press.

“All of those reactions equal press in this day and age,” Pogson says. “Now that we have released three more beers and a Bacon Maple Vodka, the reaction is more of astonishment that we have so many options,” he adds. “Plus, we have emails that come in saying, ‘I saw it in Florida, Arizona, Michigan, Louisiana, and Japan,’ which keeps your brand recognition high, even in markets that you are not physically in.”


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