Redhook Brewery’s Newest ‘Bro’

Craft Brew Alliance (CBA) — which produces and markets the Redhook, Kona, Widmer Brothers and Omission Beer brands — today announced a new partnership with, a popular entertainment website known for featuring salacious photo galleries of scantily-clad women and humorous viral videos.

Redhook has collaborated with the website on the new ‘KCCO Black Lager,’ a 5.1 percent ABV German Schwarzbier named after theCHIVE’s abbreviated motto and popular internet hashtag “Keep CALM and CHIVE on (KCCO).” The beer will initially roll out in New York, Boston, Washington DC, Chicago, Dallas, Austin, Seattle, San Francisco, and Los Angeles markets next month, before next before going nationwide.

The CHIVE partnership is the latest mainstream marketing initiative that CBA has deployed with the Redhook label over the last two years.

“With over 20 million unique visitors per month, The Chive is a rich opportunity to connect with new Redhook drinkers,” wrote brand manager Karmen Olson in a company-wide email.

In May, Redhook announced a partnership with Buffalo Wild Wings to create a new, draft-only beer called Game Changer, which launched last week. In January, the company extended a partnership with The Dan Patrick Show, launching Audible Ale before Super Bowl XLVII. And just last week, Redhook announced the release of “Joint Effort,” a collaboration with Seattle-based Hilliard’s Beer that celebrates the legalization of marijuana in Washington State.

“Redhook is building some pretty solid bros in Dan Patrick, Emerald City Supporters, Hilliard’s Beer and Buffalo Wild Wings.” Olson wrote.

The CHIVE currently boasts close to 480,000 Facebook ‘likes’ and more than 293,000 followers on Twitter.

Brewbound Job Board

The leading job board for the beer industry. Featuring hundreds of jobs from leading breweries and associated companies.

Brewbound Marketplace Listing

The Brewbound Marketplace features listings for equipment, services, and more. Post a listing today.

Brewbound's Database of Breweries

Brewbound's database of breweries includes thousands of breweries from around the world.

Brewbound Podcast

The Brewbound Podcast features interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news. New episodes every Thursday.