Auntie Anne's, the world's largest hand-rolled soft pretzel franchise, and Philadelphia-based Evil Genius Beer Company recently joined forces to launch a special Oktoberfest-style lager. The new breed is called 'Is Butter a Carb?' and was brewed with imported German hops, malts, and fresh-baked Auntie Anne's soft pretzels. This marks the first time the iconic pretzel will be used as an ingredient in beer.
"The only thing better than pretzels AND beer, is pretzels IN beer," said Trevor Hayward, co-founder of Evil Genius. "We really wanted to tie the brands together in a fun way that reminds you of biting into a warm pretzel with every sip."
In addition to a malty backbone balanced by a delicate hop character, the new beer will feature a prominent toasty flavor profile rounded out with pleasant salinity. Is Butter a Carb? will be available starting August 15 in stores throughout Evil Genius' nine-state distribution footprint
What Makes This Trend Stand Out
- Co-branded Beverages
- More brands will collaborate to launch unique beer or beverage flavors, taking advantage of consumers' interest in craft beers and artisanal drinks.
- Innovative Ingredient Mixes
- Inclusion of unconventional ingredients to drinks and food will increase as a way of creating unique sensory experiences for customers.
- Collaborative Marketing
- More companies will work together to create buzz around their products, leveraging their respective audiences to expand their reach.
Sectors Adopting This
- Food and Beverage Industry
- Food and beverage companies can collaborate with other brands to create unique products and flavors that can attract customers and stand out in a crowded market.
- Alcohol and Spirits Industry
- Alcohol producers can experiment with unconventional flavors and ingredients to create new and flavorful beverages that resonate with customers and gain a competitive advantage.
- Marketing and Advertising Industry
- Agencies can help brands collaborate and design marketing campaigns that leverage the strengths of each brand to reach new audiences and drive sales.
