Snyder's Brewed Two Beers with Their Actual Pretzels
The pretzel brand says the new brews are "guaranteed to make you want to celebrate Oktoberfest from wherever you are."
Breweries collaborating with food brands has become increasingly commonplace: Harpoon making a beer with Dunkin', Yuengling making a beer with Hershey's, Oconee making a beer with Waffle House — and that's just scratching the surface. Of course, lots of times, these brews are only whipped up for publicity's sake. Was anyone really begging for a beer made with French's mustard?
But sometimes, a beer and food collaboration makes perfect sense — like a newly announced partnership between New York's Captain Lawrence Brewing and Snyder's of Hanover for two releases combining that classic pairing of beer and pretzels.
Launched to coincide with Oktoberfest, this "first-ever Snyder's of Hanover pretzel beer collection" — called Snyder Bier — comes in two varieties: Pretzel Märzen and Pretzel Frücht. The Märzen is billed as a lager that blends "a classic malty taste with elevated notes of slow-baked Snyder's of Hanover Mini pretzels." And the Frücht is described as a "gose-style ale brewed with Snyder's of Hanover pretzels, passion fruit and guava" for a profile that balances sweet and savory.
"With the possibility that Oktoberfest events may need to be canceled or move to virtual for a second year in a row, we wanted to give consumers an easy way to bring the spirit of the festival home," Rachel Sasser — director of marketing, pretzels, nuts and popcorn at Campbell Snacks — stated. "The mixture of our slow-baked pretzels with Captain Lawrence's refreshing brew is guaranteed to make you want to celebrate Oktoberfest from wherever you are."
This is far from Captain Lawrence's first rodeo with food-related beer collabs. Among others, the brewery was involved in creating Carvel's popular Fudgie the Whale beer. "Our team at Captain Lawrence loves the challenge of pushing the boundaries to create new and exciting flavors our fans will love, so when Snyder's of Hanover reached out to take our partnership a step further, we said game on," founder and brewmaster Scott Vaccaro added.
These new brews will be available in four-packs of 16-ounce cans starting at 9 a.m. ET today, September 13, via SnyderBier.com for $14.99 while supplies last. And if you miss the online rush, all is not lost: The brands say that the two beers will also be sold at select retail locations nationwide — again while supplies last.