- New England-based brands Harpoon Brewery and L.L. Bean are getting ready for fall with a collab that celebrates the brewery’s Flannel Friday seasonal offering and the apparel company’s iconic flannel look.
- This fall, in honor of the 90th anniversary of L.L. Bean’s iconic Freeport flannel shirt, the 10th anniversary of the beer, and Harpoon’s 40th anniversary, the companies are offering a limited-edition “Harpoon x L.L. Bean” shirt pattern that extends to the ale’s redesigned packaging.
- In addition, the brands are holding a sweepstakes offering an “ultimate Maine experience” that includes a two-day/one night kayak camping excursion through L.L. Bean’s Outdoor Discovery Program, and a $2,000 shopping spree at the company’s new flagship store in Freeport.
The partnership marks the third year that the two brands have worked together, though this one is on a much larger scale, said Rob Day, vice president of marketing for Barrel One Collective. Beyond hailing from the New England area, the brands share the idea of enjoying the outdoors with friends, as expressed in the Flannel Friday tagline, “Gather friends. Get Outside.”
“When you find other businesses that share your values and can contribute in a significant way, that is something worth sharing,” Day said. “We’ve gotten as much as we’ve given, so we knew we had to go bigger.”
The two previous collaborations have included limited-time Harpoon offerings. By tying in with the brand’s seasonal “Flannel Friday” ale, the two brands can extend their reach through better retail placements and a longer promotional period, he said.
That extended time presented the opportunity to launch the ultimate Maine experience sweepstakes (open to consumers in “eligible states”) and host a “Flannel Friday” launch party at Harpoon’s Windsor, Vermont, brewery on September 5.
The brands are promoting the collaboration, including the limited-edition shirt, via social media partnerships. In addition, staff at Harpoon’s three taprooms will all be wearing the shirt as they promote the Flannel Friday ale.
“Flannel Friday has become a fun and authentic physical manifestation of the outdoor lifestyle, encouraging everyone to gather friends and get outside,” said Nick Wilkoff, chief marketing officer at L.L.Bean, in a statement. “This partnership honors anyone who strives to ‘be an outsider’ and celebrates the traditions that connect us.”
