Pabst and Timberland PRO are teaming up for a limited-edition line of boots and clothes.
Plenty of beer and sneaker companies have collaborated, but what about beer and das boot?
This natural step forward of a beer company collaborating with a boot company has been taken by Pabst Blue Ribbon and Timberland PRO®, which have debuted a limited-edition lineup of professional-grade footwear and apparel that can work both on the job or off duty.
“This collaboration came together prety naturally,” says Kata Mata, PBR’s director of cultural marketing. “Both Pabst and Timberland PRO saw a chance to team up around shared values like hard work and authenticity.”
The clothing and boot line appeals to both fans of Pabst and Timberland PRO, she says. “Our audiences have a lot of overlap,” she says. “The idea to combine PBR’s iconic look with Timberland PRO’s trusted workwear to create something that felt true to both brands just made sense.”
“Partnering with Pabst Blue Ribbon allowed us to create a collection that’s tough, comfortable, and made to honor the moment when the job’s done and the boots stay on,” says Ryan Murphy, head of marketing for Timberland.
The line includes several different, waterproof work boots, as well as clothing like t-shirts and hoodies, and costs run from $25 for a trucker cap to $185 for a pair of boots. The limited-edition line will be sold through July 31 or until they’re sold out.
Such a collaboration can be particularly effective with Gen Z and Millennial consumers, says Shopmium, as 60 percent of consumers in these generations report purchasing special edition releases.
This also aligns with what Trendhunter reports as good opportunities for beer companies. “Collaborations between beverage companies and fashion designers open up possibilities for cross-industry innovation,” Trendhunter reports, adding that there is industry implications.
Other recent footwear and brew partnerships include Heineken and The Shoe Surgeon, Busch Light and Crocs, Fat Tire and Vans, Deschutes Brewery and Brooks Running, and Athletic Brewing Company and Kane Footwear. But none of these collaborations focused work boots, which is a very different market.
There’s “no best” way to wear the new Timberland PRO boots, Mata says. “Truly, you should wear them however they feel most like you,” she says. “These boots are made to be worn — whether that’s on the job, out in the elements or just part of your everyday style.”
Since they’re actually made for hard work, they’re made to hold up to the work. “Don’t worry about keeping them too clean,” Mata says. “Break them in, let them get beat up, and let them tell your story of who you are and what you do.”
Both Timberland and Pabst had previously worked with different companies in their respective industries – Pabst with Nike and Timberland with Samuel Adams. Pabst also is collaborating with Hey Dude on a pair of sneakers this summer. “This isn’t Pabst’s first time teaming up with a clothing or shew brand, but it’s definitely the most exciting,” Mata says. “And while Timberland has worked with a beer brand, this marks the first time Timberland PRO is partnering with a beer brand.”
Mata says that this collaboration is authentic. “We’re speaking to a wide crowd, but especially those seasoned pros who show up every day, put in the work and know the value of quality whether it’s in their boots or the beer they crack open after hours,” she says.
