Mint Julep is the traditional drink of the Kentucky Derby, a simple cocktail of mint, syrup and bourbon.
This year the #MintJulep Trendline saw a dramatic spike on the 5th May, the day of the race:
We also see visitors from outside the category – Mint Julep flavoured beers from Braxton Brewing & Funky Buddha, and a Hibiscus Mint cider from Bantam Cider:
We’ll see you Saturday for Mint Julep beers, southern BBQ, the Derby live and some of that Southern charm. #liftonetolife #Repost @readoctober with ・・・ Seersucker suits, big hats, glitzy galas and booze. What kind of booze, you ask? Well, this ain't your father's Kentucky Derby booze lineup, and it's not all about the mint juleps. Check out what people are REALLY drinking at the Kentucky Derby ➞ link in bio — 📷 : @braxtonbrewco — #kentuckyderby #mintjulep #beerstagram
This crossover strategy works because as well as being a source of innovation and news, it allows brands to reach new audiences.
The more broadly you look outside your immediate category the more ideas you will find.