The gang at Pitchfork is about to see if they can copy the success they had with bringing indie music artists to the masses with a new website about craft beer called ‘October’. The site is in partnership with beer giant AB-InBev, which will no doubt be an automatic turn off for real craft beer enthusiasts.
While Pitchfork has a history of doing sponsored content for brands including Tuborg and Jim Beam, October is the first standalone editorial brand it has created with an advertising partner. The site was originally dreamt up by Mike Raspatello, the global partnerships director at ZX Ventures, a venture capital fund owned by AB-InBev, parent of Budweiser, Corona and other brands. ZX and AB-InBev have a stake in October, though the details of how big that stake is are not public.
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