This brand of collaboration isn't much different from collaboration in the punk rock or hardcore communities, in which bands release split albums for wider recognition: a fan buys the release for one band, and is inadvertently introduced to a new band in the process. Similarly, some rare, limited edition collaboration beers get consumers excited about a producer they may already be familiar with, while simultaneously introducing them to the work of another brewer. Of course, it helps that craft beer fans aren't afraid to try new things. As Kerkmans states, "Craft beer drinkers are incredibly category-loyal, but are not particularly brand-loyal…. The average craft beer drinker has no idea what brand he or she is going to buy when strolling into a liquor store."