In the music industry, collaborations with other musical groups is a celebrated pastime. Whether its Aerosmith and Run-D.M.C.’s “Walk This Way,” Queen and David Bowie’s “Under Pressure,” or Boyz II Men and Mariah Carey’s “One Sweet Day,” musical projects have crossed genres in an effort to unite fans. Now in the U.S. beverage market, consumers are seeing more of their favorite brands and companies partner to cross figurative lines by entering new categories and offer more celebrated choices to consumers.

And it seems as though consumers are on board for these out-of-the-box collaborations. Citing a Visual Objects 2021 survey, Erin Costello, communications and events associate at Niles, Ill.-based Imbibe, notes that 71% of consumers are in favor of brands collaborating to develop a unique product.

“Leveraging another company’s networks, technical knowledge and bandwidth, and reputation gives brands the ability to extend their portfolio,” she says. “Coca-Cola expanded its assortment of soft drinks by partnering with Constellation Brands to produce and distribute Fresca Mixed, an alcoholic version of their citrus-flavored soft drink. Since Coca-Cola doesn’t currently manufacture alcohol, the beverage giants have utilized their relationship with Molson Coors as well, to create a Topo Chico Hard Seltzer and Simply Spiked Lemonade.”