# Pretzel-Infused Beers Auntie Anne's Is Butter a Carb? Pretzel Oktoberfest Beer is Unexpected By Michael Hemsworth | Published 2022-08-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pretzel-oktoberfest-beer References: [chewboom](https://www.chewboom.com/2022/08/15/auntie-annes-launches-new-oktoberfest-lager-made-with-pretzels/) & [auntieannes](https://www.auntieannes.com)  The Auntie [Anne's](https://www.trendhunter.com/trends/shock-top-and-auntie-annes) Is Butter a Carb? Pretzel Oktoberfest beer has been created in partnership with the [Evil Genius Beer Company](https://www.trendhunter.com/trends/oktoberfeststyle-lager) as a libation for curious drinkers to try out this fall. The beer is brewed with hops and malts imported from Germany, but is infused with an unlikely ingredient: freshly baked soft pretzels. What's created is a libation with a distinct flavor profile perfect for consumers to enjoy when celebrating Oktoberfest this fall. The beer is reported to have a rich malt backbone that's balanced with delicate notes of hop and a prominently toasted flavor. The Auntie Anne's Is Butter a Carb? Pretzel Oktoberfest beer is arriving August 15, 2022 at nine Evil Genius Beer Company locations across the US. Image Credit: Auntie Anne’s ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 38% | Activity: 51% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Pretzel-infused Beers:** Incorporating nontraditional ingredients into traditional beverages creates a unique flavor profile to attract adventurous consumers. - **Collaborative Brews:** Collaborating with companies from a different industry can create a buzz and lead to cross-industry innovation opportunities. - **Seasonal Flavors:** Limited-time offerings cater to consumer demand for new and exciting experiences during specific times of the year. ### Where This Applies - **Craft Beer:** Craft breweries can experiment with unusual ingredients to create one-of-a-kind beers. - **Fast Food:** Fast food chains can extend their brand through collaborations and unique product offerings, such as pretzel-infused beer. - **Event and Seasonal Marketing:** Seasonal and event-themed products can generate hype and drive consumer demand. ## Related on Trend Hunter - [Co-Branded Oktoberfest-Style Lagers](https://www.trendhunter.com/trends/oktoberfeststyle-lager.md) - [Oktoberfest-Inspired Pretzels](https://www.trendhunter.com/trends/beer-flavored-oktoberfest-rings.md) - [Pretzel Beer Partnerships](https://www.trendhunter.com/trends/shock-top-and-auntie-annes.md) - [Pretzel-Scented Perfumes](https://www.trendhunter.com/trends/auntie-annes-1.md) - [Frozen Artisan-Style Soft Pretzels](https://www.trendhunter.com/trends/brauhaus-pretzel.md) - [CPG Brand Beer Collaborations](https://www.trendhunter.com/trends/split-face.md) - [Pretzels-Stuffed Oktoberfest Sausages](https://www.trendhunter.com/trends/new-oktoberwrst-sausage.md) - [Non-Alcoholic Oktoberfest Beers](https://www.trendhunter.com/trends/oktoberfest-beer.md) - [Sugary Collaboration Pretzel Snacks](https://www.trendhunter.com/trends/rold-gold-selects-auntie-annes.md)