Project Happy Hole-idayz is the convenience store chain’s third beer this year.

By Mike Pomranz
November 23, 2020
Advertisement

To Western Pennsylvania and the surrounding Mid-Atlantic area, Sheetz is known as one of America’s favorite convenience store chains. But if you’d only seen what Sheetz has been up to lately, you might think it was a brewery.

In May 2019, Sheetz released its first-ever beer, collaborating with Pennsylvania’s Rusty Rail Brewing to incorporate Sheetz coffee into an IPA. Since then, however, the company has rapidly released a string of increasingly far-out beers with different brewers: A blueberry muffin-infused blonde ale was released in August of 2019, a hot dog-infused IPA landed in May of 2020, and a beer made with watermelon gummy rings followed in September. Now, just two months later, Sheetz is back again with another ale infused with an item pulled directly from their aisles: donut holes.

Sheetz donut beer
Credit: Sheetz

This Friday, November 27 at 4 p.m., Sheetz will be releasing Project Happy Hole-idayz, produced in collaboration with North Carolina’s Wicked Weed Brewing. The ale is made using one pound per barrel of Sheetz’s Shweetz Glazed Vanilla Donut Holes. The resulting 6-percent ABV “doughnut ale” is billed as “a deep golden pale ale with notes of fresh baked donuts, vanilla frosting, graham crackers, honey, and malted barley,” according to Sheetz.

“This year has been a tough one for us all and we’re hopeful this beer can lift the spirits of our customers as we embark on the holiday season and look toward next year,” added Ryan Sheetz, the company’s vice president of marketing and brand.

In a statement, Justin Crouch, chief commercial officer at Wicked Weed, explained the history between the two brands. “Wicked Weed’s relationship with Sheetz goes back to the early days, when we were a self-distributing brewery,” he said. “During long road trips delivering beer across North Carolina, our sales team would start and end their days filling up our trucks and refueling with Sheetz food.”

The limited-edition brew will be sold while supplies last at 432 Sheetz locations (listed here) across Pennsylvania, North Carolina, and Virginia in four-packs of 16-ounce cans for $7.99.