For its initial foray into the beer market, Kraft Heinz is collaborating with a relatively small craft brewery from Illinois to tap into the burgeoning hyper-local beer scene. Peanuts have long been a staple snack in many bars, making this combination a time-tested classic. Dark beers infused with peanuts and peanut butter have gained popularity, with several brewers showcasing this blend. In the spirit of craft beer innovation, Noon Whistle Brewing owner Michael Condon expressed his desire to create something unique to attract beer enthusiasts. “It would have been easy to craft an excellent Stout or Porter with nuts, but Planters aimed to demonstrate that nuts complement any beer style,” he stated.
While this marks a new venture for Kraft Heinz, the pairing of food flavors with craft brews is not a novel idea. Limited-edition craft beers have become a popular marketing strategy, merging iconic flavors and brand identities with trendy adult beverages. In September, IHOP announced a partnership with Keegan Ales to introduce IHOP’s Pumpkin Pancake Stout at select bars and festivals throughout the New York tri-state area. Shortly thereafter, Dunkin’ Donuts unveiled Dunkin’ Coffee Porter in collaboration with Harpoon. This Planters peanut beer follows a similar path, tapping into the rising trend of nostalgic snacks—an area where Planters peanuts fit perfectly. The prominent display of Mr. Peanut on the can indicates that Kraft Heinz is leveraging its iconic branding to attract loyal customers, hoping that the flavor and the partnership with a small craft brewer will encourage repeat purchases.
Extending well-known brands into new product categories is a crucial growth strategy employed by large consumer packaged goods (CPG) companies. Jennifer Frazier, senior vice president of Nielsen’s Innovation practice, told Food Dive that it is wise for manufacturers to utilize the equity they have built in a recognized brand to broaden its reach. Mr. IPA-Nut transcends the snack aisle, linking with craft beer—a sector celebrated for its irreverent and experimental nature. Furthermore, if the trend of food-inspired beers persists, it could potentially lead to delicious outcomes.
However, the beer industry is currently facing significant challenges. According to the Beverage Information Group’s 2018 Beer Handbook, total beer volume decreased by 1.1% last year. Nonetheless, there is a glimmer of hope within small, independent craft breweries. The handbook reported a 4.9% growth in craft beer over the past year, yet American consumers are becoming increasingly discerning about what they define as “craft.” As larger beer companies acquire successful independent breweries like Wicked Weed, Devils Backbone, and Karbach Brewing, consumers are demonstrating a tendency to reject these brands once they are no longer produced locally.
By partnering with a small, independently-owned brewery, this collaboration may sidestep backlash from craft beer purists. Whether consumers embrace the idea of enjoying their snacks in beer form may ultimately determine whether this partnership becomes a lasting success or merely a limited-edition novelty. Additionally, incorporating wellness elements such as calcium citrate into the brewing process could further enhance the appeal of this innovative product, aligning with health-conscious trends that resonate with today’s consumers.