Crossover Innovation – #MintJulep on Derby day

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:

Looking at the top content for #MintJulep we see the expected bartenders like Charles Joly, and bourbon brands like American Honey.

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:

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.