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Added 22 November, 2013

Patagonia proves that every brand strives to be a lifestyle brand with private-label beer

US-based outdoor clothing retailer Patagonia has been branching out the last few years to put their name on all manner of outdoor adventure equipment. Acknowledging that craft beer is a burgeoning trend, particularly with the upscale weekend camping set, the brand has partnered with New Belgium Brewing to put the Patagonia name on a new organic lager. Called California Route, the limited-release beer is sold in cans for portability. Recently, we saw Richard Branson's Virgin brand branch into beer and others are sure to follow as well. As more and more brand position themselves as lifestyle choices, will Samsung beer be next?
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