# Pretzel Beer Partnerships Shock Top and Auntie Anne's Partnered for Beer Kneads Pretzels By Michael Hemsworth | Published 2025-09-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shock-top-and-auntie-annes References: [qsrweb](https://www.qsrweb.com/news/auntie-annes-partners-with-shock-top-craft-beer/) & [shocktop.craftbrewoffers](https://shocktop.craftbrewoffers.com/en/gate)  [Shock Top](https://www.trendhunter.com/trends/robust-hard-iced-tea) and [Auntie Anne's](https://www.trendhunter.com/trends/auntie-annes-pitch-pack) partnered for the [Beer Kneads Pretzels](https://www.trendhunter.com/trends/white-castle-x-garage-beer) campaign to offer consumers a chance to win some prizes through an exclusive sweepstakes and more. The campaign is seeing Auntie Anne's giving away $300 gift cards alongside co-branded merch to randomly selected winners who can enter by simply scanning the QR code at retail POS displays or by visiting a promotional website. Consumers can also enjoy an exclusive code for $6 off a $12 or more purchase at Auntie Anne's when they purchase a six-pack of Shock Stop Twisted Pretzel Wheat beer through December 2025. The Shock Top and Auntie Anne's partnership includes a merchandise capsule collection of sweatshirts, sling bags and more for consumers to win that all boast the Beer Kneads Pretzels branding. Image Credit: Shock Top ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 66% | Activity: 69% | Freshness: 48% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Collaborative Marketing Campaigns:** Brands are increasingly partnering to create unique cross-promotional marketing campaigns that leverage their combined customer bases and offer exclusive merchandise. - **QR Code Engagement:** The use of QR codes in retail settings is becoming a popular tool for enhancing consumer interaction and driving participation in promotional campaigns. - **Alcohol-infused Food Products:** Innovative uses of alcohol-infused flavors in food items are gaining traction, offering consumers new and exciting taste experiences that combine well-loved products in novel ways. ### Sectors Adopting This - **Craft Beer:** The craft beer industry is capitalizing on unique flavor infusions and crossover partnerships to stand out in a competitive market, creating new consumer products. - **Retail Marketing:** Retail marketing strategies are evolving with digital integration, such as QR codes, that bridge physical and online consumer engagement for an enriched shopping experience. - **Merchandising:** The merchandising industry is exploring branded collaborations to produce exclusive, limited-edition collections that appeal to brand-loyal customers and increase brand value. ## Related on Trend Hunter - [Co-Branded Oktoberfest-Style Lagers](https://www.trendhunter.com/trends/oktoberfeststyle-lager.md) - [Pretzel-Infused Beers](https://www.trendhunter.com/trends/pretzel-oktoberfest-beer.md) - [CPG Brand Beer Collaborations](https://www.trendhunter.com/trends/split-face.md) - [Halloween Pretzel Buckets](https://www.trendhunter.com/trends/twist-or-treat-halloween-buckets.md) - [Sensorial Pretzel Snack Experiences](https://www.trendhunter.com/trends/the-flavor-blast-challenge.md) - [Pretzel Perk Cards](https://www.trendhunter.com/trends/auntie-annes-golden-brown-card.md) - [Sugary Collaboration Pretzel Snacks](https://www.trendhunter.com/trends/rold-gold-selects-auntie-annes.md) - [Flavor-Fueled Fan Experiences](https://www.trendhunter.com/trends/flavor-blast-challenge.md) - [Co-Brandeed Promotional Campaigns](https://www.trendhunter.com/trends/flamin-hot-brands.md)