partnerships

Smells like BBQ: Budweiser steps into branded candle market with Homesick collab

The partnership comes as the global candle market grows.
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Budweiser

· less than 3 min read

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From that questionable “Scents of Normality” collection at the start of the pandemic to Babe Wine’s NFL scented candles, branded candles (brandles?) have been all the rage for a while now. So it’s no surprise that Budweiser said “Hold my beer” to double down on a partnership with home fragrance brand Homesick.

Last week, the two debuted their limited edition Backyard BBQ scented candle, which smells like the last dregs of a hot vaxxed summer (probably)—and like a smoky grill, of course.

  • The news comes just a few short months after Miller Lite debuted a dive bar-scented brandle.
  • Homesick General Manager Lauren Lamagna told Marketing Brew that the brands are promoting the candle across their social channels, as well as via email, SMS, organic social, and influencer marketing efforts.

So what’s with the brandles? Budweiser head of marketing Marisa Siegel told us the collab gives people a "unique sensory experience" that taps into nostalgia.

“Candles, in particular, are a fun way for us to insert the Bud brand directly into consumers’ homes,” Siegel said. And, because scent is proven to trigger memories, this candle could conjure up mems of drinking a Bud and BBQing with friends. “Through this partnership with Homesick, we could literally bring to life these memories through our unique scent,” she added.

Zoom out: The global candle market has been going 📈📈📈. Valued at $7.15 billion in 2020, it’s projected to hit $13.38 billion by 2028, per Verified Market Research.—PB

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