Aston’s 2SP Brewing has teamed up with comedy collective Laughs On Philly for Philly Beer Week to boost awareness and sales in the increasingly competitive craft beer market, writes Kenneth Hilario for Philadelphia Business Journal.

The Delaware County craft brewery has decided on a more unconventional route for the beer-related event from June 1 to 10. It will present “A Delco Story: A Night of Comedy & Appreciation” on June 7 at City Tap House: Logan Square.

The list of comics from Delaware County includes Michael Brooks, Cassandra Dee, Peggy O’Leary, Jake Mattera, Brian Six, and Hannah Trav.

The partnership comes at the time when the craft beer market is becoming saturated with new breweries. This unprecedented growth is causing many companies to search out ways and strategies to differentiate themselves. It is also making marketing more important than ever, according to Michael Contreras of 2SP Brewing.

“This Delco event translates well for us, because we are partnering in an event that represents something very unique,” he said. He added that taking advantage of Delco’s comedic reputation adds a broader appeal to the Beer Week event.

Read more about the collaboration at Philadelphia Business Journal by clicking here.