A Stickybeak Event: The Art of Collabs, with Jos Ruffell

Garage Project is known around the world for perfecting the art of beer, and Jos Ruffell is one of the brilliant minds behind the brand. 🍻

This week at our Stickybeak Collab Event, Jos went down in our books as a Marketing legend for his simple and effective tips for delivering world-class collaborations. 🤝

Beer x Ballet [Hops on Pointe] expanded the universe for both audiences, fermentation x sounds led to unexpected outcomes by way of partnerships with New Zealand Symphony Orchestra Te Tira Pūoro o Aotearoa, WOMAD and even a Victoria University research project. And some collabs, which were just for the fun of it, resulted in cult favourite Pickle Beers, Crisp Beer & Beer Crips and even a Cookies & Cream Ale.

Jos’ secrets to success  

⭐ Be authentic and genuine

⭐ Make it a true collaborative partnership

⭐ Be willing to go the extra mile and over invest

⭐ Like dating - sometimes it just clicks, sometimes it doesn’t

⭐ Appoint an internal lead. It always takes longer than you expect…

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