I was shopping at my local grocery store recently when I noticed Carolina Brewery BBQ sauce on the shelf, now this is nothing new for them. But it did get me thinking about brand extensions or copacking it’s sometimes referred to in the industry. Beyond the usual brewery swag (i.e. hat, tshirt, or coaster) it’s something that promotes brand awareness outside of the beer aisle. I don’t count the other brands of products like THC seltzer in this, because often you have to pay very close attention to the label to realize it’s the producer’s product.

I have been struggling to come up with examples that are Carolina based. But interestingly there are two more based here in Pittsboro. BMC Brewing or Bite My Cookies has always had that aspect part of their brand since founding. They take spent grains from the brewing process and make cookies that they sell in their taproom. Owner John Rice commented on a tour that formulating the cookies does take some experimentation, because since the spent grain has no sugars left the recipe needs to be balanced to make for a tasty treat.

Just across the promenade from BMC is Fair Game Beverage Co. While they make distilled spirits, they have taken a similar path with Apple Brandy filled Chocolates. In their case they do have a partner that makes the chocolates for them.

Mother Earth Brewing has taken the concept as far as a branded hotel. It may be my favorite example of the bunch. Kinston is a drive from most of the Carolinas, so setting up the Mother Earth Motor Lodge means you can have a great time at the brewery and not have to worry about driving home. The retro feel of the place is a nice touch of kitsch. Add in a mini golf, a pool and table games it makes for a great family destination.

What interesting brand extensions have you found in the beer world? Share in the socials.