IPA brand makes the cut with genuinely useful experiential pop-up

Brand building through free haircuts? We like your style Alpacalypse Session IPA.

Following the research commissioned by Alpacalypse Session IPA by SALT Brewery, a pop-up Shearer Shop offering one haircut, the alpaca back and sides, has been launched. And frankly, we’re surprised more brands don’t cash in on this near-universal human need.

The average man, the research found, has had the same hairstyle for longer than a decade. A poll of 2,000 males found they've stuck with it due to lack of confidence to change, fears about what others will think, and just not caring what their locks look like. They typically solidified their style aged 31, with the short back and sides the most common trim (35 per cent), ahead of the buzzcut (16 per cent).

While the 'alpaca back and sides' (as the brand renames it) also has its fans (seven per cent) - so-called because it resembles the animal’s mane, this cut is particularly popular with 25 to 34-year-olds (17 per cent). Spokesperson for the brewery Edd Simpson said: "We knew Alpacalypse would turn heads — we just didn’t expect it to be at the barbershop. "Now everyone wants the alpaca back and sides."

Richard Tucker, senior barber at Ruffians, which has teamed up Alpacalypse Session IPA by SALT Brewery, for the pop-up added: “We’re delighted to host the Alpacalyse Shearer Shop as Brits embrace a new look."

The study also found that of those who haven’t adopted it already, 23 per cent of men would be ‘likely’ to give the alpaca trim a try. With ‘because it looks cool’ (55 per cent), thinking it would suit them (52 per cent), and simply wanting a change (41 per cent) among the reasons why.

20 per cent admitted they might consider a new look following a major life change such as a break-up or a job change. Carried out through OnePoll, the research found 38 per cent admit they care what others think about their look, with 28 per cent convinced they're more stylish than their mates.

Those polled also revealed which animals they think have the best hair – the male lion came top, followed by the Samoyed dog, highland cattle, and the alpaca.

Our take

We liked this little bit of experiential because it’s providing a genuinely useful ‘value add’ to someone’s life, while being on brand for team Alpaca.

These kinds of stunts also play well because the grooming ritual allows for some meaningful interaction with the brand, as well as providing a social media opportunity for those in the chair.