Scott Kenemore is a horror writer living in Chicago.
Since opening its doors in spring 2015, Pub Royale has been known for offering an atypically large selection of sour beer, designed to accompany the spicy Anglo-Indian cuisine it serves.
Collaborations between brewers and lifestyle brands continue to sprout up. But how exactly do they happen? And who gets the ball rolling?
Beers like Lovecraft Honey Ale, Dawn of the Red and Festus Rotgut exemplify a recent trend among breweries: using branding to reach fans of pop culture subgroups.