Oh, those crafty Yanks and what they keep putting in a beer can. While somewhere in Germany a brew master has to be is rolling over in his grave, thinking outside the barrel is paying off in spades. What US craft brewers in particular are realising, if you want to be noticed in a crowded market – plus you want to get a free mention by the media – you got to get a bit crazy.
The latest in insane pairings is Project Brewberry Muffinz, a light-bodied blonde ale infused with blueberry muffins. Created in a collaboration between Sheetz, a major mid-Atlantic restaurant and convenience chain, and Evil Genius Beer Company of Philadelphia, this will be a limited edition beer.
Following the success of Sheetz’s first-ever craft beer release in May, the restaurant chain decided to push it further. Sixteen-ounce four-packs of Project Brewberry Muffinz beer will be available throughout Pennsylvania, retailing at around $8.00 (10.67 loonies) per four pack. Project Brewberry Muffinz will be available while supplies last and will not be restocked once sold out.
“Listening to our customers is a core value at Sheetz, which is why, following the overwhelming demand of our first limited-edition craft beer, we are thrilled to partner with Evil Genius Beer Company to announce the release of ‘Project Brewberry Muffinz’,” said Ryan Sheetz, AVP of Brand at Sheetz. “Furthermore, the timing is fitting, as we celebrate the anniversary of Pennsylvania’s Act 39 and the significant progress made since 2016. Three years later, Sheetz is selling beer and wine at over 160 stores and more are added every month.”
In the USA, each state can regulate how it sells alcohol beverages, what ABV is allowed, days of the week it can be sold, if beer and wine are regulated the same as hard spirits, and many other regulations which make little sense to even state residents. Act 39 was move by Pennsylvania to allow consumers more freedom in buying alcohol.
“Evil Genius Beer Company is incredibly excited to partner with Sheetz on Project Brewberry Muffinz,” said Evil Genius Beer Company partner and co-founder Trevor Hayward. “As is Evil Genius tradition, we’ve taken a traditional style and turned it on its head by adding Sheetz delicious Blueberry muffins while brewing the beer. The results speak for themselves with an aroma that will remind you of fresh blueberries, and a taste that you make you want to head to your local Sheetz for one of their scrumptious Blueberry Muffins.”
The brewery was started in 2011 by best friends Luke Bowen and Trevor Hayward. After almost eight years, and a motto of “Very Silly Names for Very Serious Beers”, Evil Genius Beer Company now distributes to seven states and pumps out over 12,000 barrels of 19 different core and seasonal beers.