The Festive Flair and Marketing Power of Beer Umbrellas

The History and Evolution of Beer Umbrellas

Cocktail umbrellas have become an iconic part of tropical and summery drinks. The tiny, colorful umbrellas perched on the rim of fruity cocktails provide a festive flair. While generally associated with mixed drinks, some breweries have adopted the cocktail umbrella for branding and marketing beer brands. Using beer umbrellas allows brands to tap into the carefree, vacation spirit that the umbrellas evoke. The pairing of beer and umbrellas may seem odd at first, but it's part of an evolving industry trend of marketing beer for beach, pool and summer drinking occasions.

Origins of the Cocktail Umbrella

The origins of the paper cocktail umbrella are murky, with multiple claims of who invented the novelty item. According to one story, the umbrella was invented in the early 1930s by Victor Bergeron, the owner of Trader Vic's restaurant and bar in Oakland, California. Bergeron supposedly created the umbrellas to use as garnishes for tropical cocktails. This story is challenged by claims that Bergeron didn't begin using decorative umbrellas until the 1950s.

Another origin story credits bartender Harry Yee, who is said to have invented the colorful umbrellas in the late 1930s for drinks at the Hawaiian Village Hotel in Honolulu. Yee wanted to make drinks more appealing for women customers. Yet another claim points to Elliott's Tiki Bar in Miami in the 1950s as the first to use paper umbrellas as cocktail garnishes.

Regardless of who exactly invented the concept, it became popularized in the post-World War II era. Affordable commercial air travel to Hawaii and the South Pacific helped drive interest in Polynesian culture. Tiki bars and restaurants catering to Americans' fascination with the Pacific islands played a key role in making cocktail umbrellas ubiquitous.

Function of Cocktail Umbrellas

While mainly decorative, cocktail umbrellas do serve some functional purposes:

• Keeps flies and insects off the drink
• Shades the cocktail from sun exposure to prevent dilution from melting ice
• Adds festive flair matching the drink theme
• Distinguishes drinks when serving multiples
• Acts as a stir stick
• Makes the drink appear larger than it is

The tiny paper parasols lend a whimsical element to cocktails. Their appeal comes from evoking leisurely days spent lounging at the beach or by the pool sipping umbrella-adorned drinks. For this reason, they're especially popular at resorts, cruise ships, and vacation destinations.

Umbrellas for Branding Beer

Beer brewers and brands have taken note of the tropical, easygoing associations conjured up by umbrellas. Affixing tiny umbrellas to cans or bottles can transform regular old beer into something more fun and vacation-worthy in the eyes of consumers.

Beer umbrellas are part of a broader industry shift towards marketing beer as a drink for more occasions than just tailgates and bars. While cocktails and wine have traditionally dominated date nights and upscale occasions, beer brands want a piece of the action. Premium packaging, flavors, and branding aim to elevate beer's image. Umbrellas signal a beer can be enjoyed poolside as easily as a fruity cocktail.

Popular Beer Umbrella Marketing Campaigns

Busch Light

One of the most successful beer umbrella campaigns comes from Busch Light. In 2018, the brand promoted a special run of 24-can packs with a packet of red umbrellas included. The #PitchinUmbrellas promotion gained attention on social media, with consumers sharing photos of the beer cans accessorized with umbrellas.

Busch Light built on the concept with a 2019 Natural Light Naturdays promotion called #NattyBDay. Special edition 24-can packs included a birthday cake design and pack of umbrellas. These campaigns helped establish Busch Light as a go-to beer for summer fun occasions beyond just tailgating and parties.

Corona

Mexican beer brand Corona is synonymous with lime wedges for adding citrus flavor. In 2020, the company expanded their branded garnish offerings with Corona Sunbrew 0.0, an alcohol-free version. The 0.0 beers were sold in 8-packs with a little parasol added to each bottle opening. While a boozy beach day may be the ultimate Corona occasion, the umbrellas conveyed that the non-alcoholic version could be part of relaxation and fun too.

Michelob ULTRA

Michelob ULTRA rolled out a tropical-themed variety pack in 2021 featuring their classic lager along with pineapple, mango and coconut flavored versions. Dubbed the Michelob ULTRA Superior Bundles Summer Pack, the cans had colors and designs evoking vacation vibes. Inside was a package of coconut-scented umbrellas for garnishing the beers.

Like other brands, Michelob ULTRA aimed to expand consumption scenarios with this summer-centric branding and umbrella inclusion. While the company's light beer may be popular among gym-goers looking for a lower-calorie post-workout recovery drink, Michelob ULTRA wanted to show its beer can be part of relaxation and leisure too.

The Growing Popularity of Beer Umbrellas

Using umbrellas for functional purposes or as branding gimmicks requires producing them affordably on a mass scale. Established manufacturers like S.S. Steiner, Inc. offer a wide selection of custom printed and stock cocktail umbrellas. Minimum order volumes in the thousands make them accessible for large marketing campaigns. Of course novelty shops and online marketplaces like Amazon also sell packs of multicolored umbrellas.

The availability and ease of obtaining umbrella supplies contributes to the spread of beer umbrella marketing. With more breweries competing for consumer attention, branded umbrellas offer a way to stand out. When consumers share photos displaying the umbrellas on social media, it translates to valuable organic promotion.

However, some sustainability-conscious consumers have criticized beer umbrellas as unnecessary single-use plastic contributing to waste. Most cocktail umbrellas contain polypropylene plastic, though biodegradable paper options exist. Brands using umbrellas should consider minimizing waste and offsetting environmental impact through recyclable packaging and other initiatives.

Nonetheless, as long as summery branding associations remain desirable, expect to see more beer umbrellas popping up. The quirky pairing of no-frills brews and tropical parasols provides an intriguing marketing combination beverage brands will likely continue experimenting with.

Fun Uses for Beer Umbrellas

While brands may use beer umbrellas for promotions to drive sales, individual consumers can repurpose their umbrellas for whimsical fun at home. Here are some creative ways to use beer umbrella packs:

Decorate Cocktail Glasses

Add an umbrella to homemade cocktails or other mixed drinks for an extra pop of color. Use multiples to decorate the whole rim or a single one as a stirrer.

Garnish Food Platters

Elevate a cheese, fruit or charcuterie platter by skewering umbrellas into cheeses, fruits or olives. It adds a playful touch to any grazing table.

Accessorize Beverages

Fancy up any beverage by adding a tiny umbrella. Iced coffee, lemonade, juice and other drinks instantly seem more fun with a colorful umbrella on top.

Use as Toothpicks

Plastic cocktail umbrellas have a pointed end perfect for serving as quirky frilly toothpicks for appetizers.

Craft Miniature Drinks

Create tiny versions of cocktails using small containers and parasols as garnish. Fun for dollhouses, fairies or just photos.

Make a Umbrella Display

Empty a full pack of umbrellas into a glass to create a colorful and quirky display for a bar cart, shelf or table.

Use as Cake Toppers

Add umbrellas to cupcakes, cakes or cake pops for a whimsical tropical dessert.

Make Beverage Stir Sticks

Cut off the paper parasol part to use the plastic pointed stem as a stir stick.

With a little creativity, those beer branded umbrellas can bring a dash of novelty and summery flair to drinks, decor and entertaining at home long after the beers are gone. Brands may offer them as gimmicks, but consumers can repurpose umbrellas in endless fun ways.

FAQs

Who invented the cocktail umbrella?

The origins are uncertain, with claims pointing to Trader Vic's in the 1930s, Elliott's Tiki Bar in the 1950s, and Hawaiian Village Hotel bartender Harry Yee in the late 1930s. Regardless, tiki bars helped popularize their use after WWII.

Why do cocktails have umbrellas?

Originally umbrellas served functional purposes like shielding drinks from sun and insects. Now they mainly provide decorative flair and tropical branding associations.

What beer brands use umbrellas?

Busch Light, Natural Light, Corona, and Michelob ULTRA have all incorporated umbrellas into summer beer promotions and packaging in recent years.

Are cocktail umbrellas recyclable?

Most are made from polypropylene plastic, which is recyclable in some programs. Paper umbrellas offer a biodegradable alternative.