We can’t think of many artists more marketable right now than Travis Scott.
In 2020 alone, he’s teamed up with LeBron James to design T-shirts for high school seniors, worked with McDonald’s for the first of its extremely expansive artist tie-in projects, and released video game accessories (and got sued over it).
This is all in addition to his own merchandise as a successful rapper.
The latest brand getting the Travis Scott treatment is Anheuser-Busch InBev, which is not only rolling out a co-branded line of hard seltzers, it looks like it’s eventually releasing branded products to advertise it.
The drink is called Cacti, which makes sense given the “Cactus Jack” branding for other collaborations.
Scott teased the drink, as well as a branded hat, on his own Instagram.
https://www.instagram.com/p/CI59DMiDRJl/?utm_source=ig_embed
“The goal of any brand nowadays is to be … ‘proud to hold’ or ‘proud to drink,’” Lana Buchanan, vice president of marketing for AB InBev’s Beyond Beer division, told Ad Age. “And the way that you really build that now is more around the social, the relevant content, interacting with [consumers] in different mediums, versus going in on TV.”
“We are all about delivering what consumers want, and as a culture-shaping artist, Scott is incredibly connected to his fans and what’s new and next in culture,” Fabricio Zonzini, president of Beyond Beer at Anheuser-Busch, said in a press release. “As we continue in our mission to lead industry innovation and optimize our portfolio for the future, I’m excited that we can play a role in bringing to life Scott’s vision to deliver something new to the hard seltzer space.”
None of that merchandise, like the hat, is available yet. Even the drink isn’t quite available yet. That’ll hit shelves in spring of 2021. So, it’s safe to assume that the merchandise will show up in the coming months.
