White Castle collaboration follows project with Auntie Anne’s this past summer
Evil Genius Beer Company partnered with slider-chain White Castle to develop It Hits Different beer. The limited-edition beer follows a collaboration with Auntie Anne’s, creating the Is Butter a Carb? lager, announced in August.
“Evil Genius knows a thing or two about thinking original, so when they approached us on the idea of partnering on the It Hits Different White Castle-inspired beer, it was easy to raise our glasses and say cheers,” said White Castle CMO Lynn Blashford.
Philadelphia’s Evil Genius held a launch party September 30 at its brewery in Philadelphia to kick off the release. Aside from White Castle and Auntie Anne’s, the brewer has also collaborated in the past with Jameson Irish Whiskey and Miller High Life.
It Hits Different, a 6.5% ABV Tangerine IPA, is brewed with the new Sabro Hop, in addition to Centennial Hops. These two hops in the beer preparation celebrate “White Castle’s recent hundredth birthday and underscore the brand’s duality of innovation and long-standing heritage,” noted Evil Genius.
A light, tangerine sweetness counters the subtle bitterness from the beer’s hop profile. This beer pairs well with White Castle’s Sliders. It Hits Different’s name is a “cheeky nod to the two companies’ legacies as tastemakers, creating a product that is one-of-a-kind and uniquely satisfying—there’s nothing else like it,” according to a statement from Evil Genius.
The White Castle It Hits Different will launch October 3 in stores across Evil Genius’ distribution footprint, including Delaware, Maryland, Michigan, New Jersey, Ohio, Pennsylvania, Virginia, and Rhode Island. Customers will find it in cans at beer and retail stores. Bars and restaurants will have access to kegs (sixtels and halves).
The approximate cost of a six pack is $11.99, although it can vary by market.
“Nostalgia is such a big part of our brand, and with White Castle’s over one-hundred-year legacy, it just seemed like a perfect fit to partner with them to create a beer that is as memorable as it is tasty,” said Evil Genius’ co-founder, Trevor Hayward.
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