# Bold Personality-Packed Beers White Castle & Evil Genius Beer Company Made 'Main Character Energy' By Laura McQuarrie | Published 2023-04-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/main-character-energy References: [brandeating](https://www.brandeating.com/2023/04/white-castle-partners-with-evil-genius-for-new-main-character-energy-beer.html) & [evilgeniusbeer](http://www.evilgeniusbeer.com)  Last year, [White Castle](https://www.trendhunter.com/trends/tangerine-beer) teamed up with [Evil Genius Beer Company](https://www.trendhunter.com/trends/dragon-fruit-ipa) to create a limited-edition tangerine beer called It Hits Different for pairing with burgers, and in 2023, the partnering companies are introducing their second limited-edition brew, Main Character Energy. Main Character Energy takes the form of a 6% ABV [Hazy Kiwi Dragon Fruit IPA](https://www.trendhunter.com/trends/empyrean-brewing) with "both Simcoe and Strata hops that add a tropical fruit and zesty citrus character to the beer." IPAs are known for their strong hoppy flavor and while some love them for their bold taste, others find them too bitter. This twist on the popular India Pale Ale style references the confidence and self-assuredness of a person who feels like the lead in their own story, embracing their unique qualities and strengths. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 9% | Activity: 18% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Personality-packed Beer:** Crafting beers with unique flavors and packaging that capture the essence of a person's personality and individuality in a bottle. - **Limited-edition Beer Collaborations:** Partnering with popular brands to create unique and exclusive beers for a limited time, creating excitement and demand from loyal fans and customers. - **Hazy Ipas with Unique Flavor Profiles:** Experimenting with different hop combinations and flavors to create hazy IPAs with a tropical and citrusy twist that appeal to a wider and more diverse audience. ### Where This Applies - **Craft Beer:** Opportunities to create new beer products with unique flavors and packaging that stand out in a competitive and growing craft beer industry. - **Fast Food Chains:** Opportunities to collaborate with craft beer companies to create exclusive drink pairings and limited-edition beverages that appeal to a diverse customer base and generate buzz and excitement. - **Breweries and Taprooms:** Opportunities to innovate by experimenting with unique hop combinations and flavors to create hazy IPAs and other craft beers with different flavor profiles that attract a wider range of beer drinkers. ## Related on Trend Hunter - [Burger-Paired Hazy IPAs](https://www.trendhunter.com/trends/dragon-fruit-ipa.md) - [Burger Pairing Beers](https://www.trendhunter.com/trends/tangerine-beer.md) - [Confident Energy Shots](https://www.trendhunter.com/trends/main-character-5hour-energy.md) - [Extra-Flavorful Artisan IPA Beers](https://www.trendhunter.com/trends/iron-hill-brewery-ipas.md) - [Tangerine-Laced Hazy IPAs](https://www.trendhunter.com/trends/tangrine-hazy-ipa.md) - [Hop-Forward Flagship IPAs](https://www.trendhunter.com/trends/flavorful-ipa.md) - [Funky Imperial IPAs](https://www.trendhunter.com/trends/funky-imperial-ipa.md) - [Psychedelically-Styled Hazy IPAs](https://www.trendhunter.com/trends/psychedelicallystyled-hazy-ipa.md) - [Robust Single-Serve Imperial IPAs](https://www.trendhunter.com/trends/singleserve-imperial-ipa.md)