PITTSBURGH — The Kraft Heinz Co. is partnering with Noon Whistle Brewing to introduce a craft beer inspired by Planters snack nuts. Mr. IPA-Nut has a citrus aroma with a hint of honey-roasted peanuts and a slightly salty finish, according to the company.
The product will be available in four-packs of 16-oz cans for $9.99 in select Chicago-area stores and at Noon Whistle Brewery in Lombard, Ill.
“It would have been easy to make a great stout or porter with nuts, but Planters wanted to prove that nuts go great with any style beer,” said Michael Condon, owner of Noon Whistle Brewing. “Therefore, we took their Honey Roasted Peanuts and made a great IPA that highlights both hops and peanuts.”
Releasing a limited-edition craft beer has become a popular marketing move for food companies recently. In September, IHOP Restaurants, Glendale, Calif., announced a collaboration with Keegan Ales to launch IHOPS Pumpkin Pancake Stout at select bars and festivals across the New York tri-state area. Soon after, Dunkin' Brands Group, Inc., Canton, Mass., unveiled Dunkin' Punkin Brown Ale with Catawba Brewing Co. in Morgantown, N.C. And a few years before, Unilever's Ben & Jerry's ice cream brand introduced a different kind of pint with New Belgium Brewing — Salted Caramel Brownie Brown Ale.