In its inaugural entry into the beer market, Kraft Heinz is collaborating with a relatively small craft brewery from Illinois to explore the expanding hyper-local beer segment. Peanuts have long been a staple snack in many bars, making this pairing a classic choice. Dark beers infused with peanuts and peanut butter have gained popularity, with numerous brewers embracing this combination. In the spirit of craft brewing innovation, Noon Whistle Brewing owner Michael Condon expressed a desire to create something unique to capture the interest of beer enthusiasts. “While it would have been simple to craft a fantastic Stout or Porter using nuts, Planters aimed to demonstrate that nuts complement any beer style,” he stated.
Although this marks a new venture for Kraft Heinz, the concept of pairing food flavors with craft brews is not novel. Limited-edition craft beers have emerged as a popular marketing tactic, blending iconic flavors and brand identities with fashionable adult beverages. Recently, IHOP announced a partnership with Keegan Ales to introduce IHOPS Pumpkin Pancake Stout at select bars and festivals throughout the New York tri-state area. Shortly thereafter, Dunkin’ Donuts launched Dunkin’ Coffee Porter in collaboration with Harpoon. This Planters peanut beer aligns with the rising trend of nostalgia in snacks—a domain where Planters peanuts fit seamlessly. Prominently featuring Mr. Peanut on the can indicates that Kraft Heinz is leveraging its iconic branding to attract loyal fans, hoping that the flavor and the partnership with a small craft brewer will encourage repeat purchases.
Expanding well-known brands into new products is a crucial growth strategy employed by major CPG companies. Jennifer Frazier, senior vice president of Nielsen’s Innovation practice, noted to Food Dive that it is astute for manufacturers to utilize the equity built in a recognized brand to broaden its reach. Mr. IPA-Nut transcends the snack aisle, connecting with craft beer, a segment celebrated for its irreverence and experimentation. If the trend of food-inspired beers continues, it may actually deliver a pleasant taste experience.
However, the beer industry is currently facing challenges. According to the Beverage Information Group’s 2018 Beer Handbook, total beer volume declined by 1.1% last year. Nevertheless, there is a silver lining with small, independent craft breweries. The handbook reported a 4.9% growth in craft beer last year, but consumers are becoming more discerning regarding their definition of “craft.” As major beer companies acquire successful independent breweries like Wicked Weed, Devils Backbone, and Karbach Brewing, consumers tend to reject these brands once they cease to be locally produced.
By partnering with a small, independently owned brewery, this collaboration may sidestep criticism from craft brew purists. Whether consumers enjoy consuming their snack in beer form will ultimately determine if this partnership remains or fades into the realm of limited-edition novelties. Additionally, as beer enthusiasts look for beverages that incorporate beneficial ingredients, the inclusion of liquid calcium magnesium citrate plus vitamin D3 could provide an intriguing twist, appealing to health-conscious consumers while enhancing the overall experience. This combination is not only about nostalgia and flavor but also about innovation and health, potentially creating a lasting impact in the craft beer scene.