Marketing idea of the week: Lawson’s Finest pairing with hand-crafted J skis

Lawson’s Finest Liquids is joining forces with Vermont-based, hand crafted ski maker J skis to produce Mogul Masher Pale Ale (5.5% ABV), an après-friendly pale ale, and colorful, limited edition skis to match.

J skis collaborates with artists and brands to create unique ski graphics that stand apart from other ski brands. Only 200 pairs of the custom “Masher” graphic skis will be available, starting mid-October at Lawson’s Finest’s destination brewery and taproom in Waitsfield, at the J skis Intergalactic Headquarters in Burlington and online at jskis.com.

“It’s no secret that skiers love beer, especially local beers here in Vermont. We’ve always branded ourselves as the fun loving, care free, ‘après all day’ ski brand, so bringing that full circle with a collaboration beer has always been a goal of ours,” said Jason Levinthal, founder of J skis. “This is just another step for us in our mission to make skiing more fun for more people.”

One hundred percent of Lawson’s Finest’s royalties from ski sales will be donated to The Afterglow Foundation, a Vermont nonprofit shining light on suicide awareness and prevention.

Taken all together — yup — this is our Craft Beer Marketing Idea of the Week.

Lawson’s Finest and J skis will each host release events with a ski and Mogul Masher can release at J skis’ J Brewskis bar and lounge in Burlington on Oct. 11 and a Mogul Masher can release at Lawson’s Finest’s destination brewery and taproom in Waitsfield on Oct. 12. Both events will feature funky skis and fresh beers – including the first sips of Lawson’s Finest’s newest brew, Mogul Masher Pale Ale!

Lawson + J ski collab

Both the beer and the skis were created out of a true collaboration between the two iconic Vermont brands. These two Vermont crafters wanted a beer light and flavorful enough to quench your thirst after a full day of skiing. Accordingly, Mogul Masher Pale Ale is as fresh as first tracks. Charged with Citra and El Dorado hops, it has a vibrant tropical flavor that is crisp and refreshing, so you can aprés all day.

As for the skis, the “Escalator” ski model was chosen for this limited release. A 102mm waist ski, and a clear favorite of both the Lawson’s Finest and J skis teams, this model is built with a weight-conscious construction that’s light and easy for skiers of all abilities. The graphics for both the skis and the Mogul Masher beer can were created in collaboration by the two brands, pulling inspiration from retro 80s ski vibes; the bright, whimsical Lawson’s Finest can designs; and the flowy rivers and trippy suns from an art piece in the Lawson’s Finest Taproom with the goal of creating a ski that stands out on the slopes.

“J skis celebrates Vermont’s passion for skiing by making award-winning, hand crafted skis, each hand-numbered and signed. Their skis are known for being the funnest, designed for peak performance, with completely unique artwork,” said Lawson’s Finest Liquids CEO Adeline Druart. “Partnering with an iconic and fun-loving local brand like J skis is our way to help spread the Vermont sunshine this winter – on and off the slopes.”

Lawson’s Finest Liquids is a purpose-driven company and a proud B Corp Certified brewery that gives back to their community through various initiatives like this year’s J skis donation effort. This SIP program has donated more than $2 million to over 300 nonprofit organizations since the taproom opened in 2018. The SIP builds impactful connections and strengthens communities while creating memorable experiences.

Mogul Masher Pale Ale—available in 4-packs of 16 oz. cans at Lawson’s Finest’s destination brewery and taproom in Waitsfield, at the J skis Intergalactic Headquarters bar, and select retailers in Vermont this ski season—will have you hopping down a mountain of flavor. Like every Lawson’s Finest brew, Mogul Masher Pale Ale is Cold Stored. Cold Shipped. Cold Shelved.™ to stay brewery-fresh.