Fish-flavored beer sounds more fishy than tasty or refreshing. But for craft beer startup Talea, a collaboration with Fishwife in August for a “Super Smoky Lager” inspired by Fishwife’s tinned fish turned out to be a winner—and a perfect example of how the New York brewer is hooking up with like-minded direct-to-consumer brands to boost awareness and drive sales.
Indeed, out of every marketing channel that Talea uses, brand partnerships are among the most impactful, according to Talea’s co-founders, Tara Hankinson and LeAnn Darland, who founded Talea as New York City’s first women-owned brewery in 2018 and launched its first product in 2019.
The co-founders “both felt that there was a huge gap in the market in terms of craft beers speaking to non-beer bros,” Darland said in an interview. “So we created Talea—which is a portmanteau of our two first names—to fill that need in the market.”
Collab news: Susan Alexandra teams with Sweetgreen and others
Talea is only sold in New York, with the founders saying that they’re building Talea’s brand within the state before expanding. Talea beers are sold in retailers such as Trader Joe’s and Whole Foods and it has a robust direct-to-consumer business via its New York City taprooms and a website that offers beer shipping within New York.