As consumers increasingly tune out ads, publishers have to get creative in developing revenue streams through new kinds of collaborations with brands.  

Food publisher Tastemade is doing just that through a partnership with Mexican beer brand Estrella Jalisco. The pair are teaming up to encourage people to enjoy the best days of summer with a cold Classic Michelada by their side. 

The Classic Michelada, a Mexican-style lager, features a 3.5% ABV and includes notes of Clamato and lime juice to create the sweet, savory and spicy flavor of a traditional michelada.

To promote the campaign, Estrella Jalisco and Tastemade curated a michelada-inspired recipe collection and offer a complimentary three-month trial of Tastemade+, a subscription video-on-demand service featuring lifestyle programming.

The recipe collection was developed by Tastemade’s culinary team and chef partners who “serve consumers all day long” and know what they want, according to Jeff Imberman, head of sales and brand partners at Tastemade.

Tastemade also used data for its recipe curation based on consumer trends and historical data. People can access the recipes and free trial by scanning the QR code on the back of all Tastemade-branded Classic Michelada cans.

Estrella Jalisco also kicked off a Michelada Mondays contest on July 12, which is National Michelada Day. The AB InBev brand will pay five fans to take a Monday off work over the next few months. People can enter the contest by following @EstrellaJalisco on Twitter, Facebook or Instagram and commenting using the #MicheladaMondays and #Giveaway hashtags.


Read more on Campaign Live: https://www.campaignlive.com/article/estrella-jalisco-tastemade-serve-classic-michelada/1722001