Sometimes a beer release just screams “please notice us,” or broadcasts that “we’ve run out of ideas.” And at a time when glitter beers are becoming increasing common, we continue to receive updates championing gimmicks on draft.
Here’s some of the latest…
Carvel & Captain Lawrence Cookie Puss Birthday Beer
Is it boomers who are buying these Ice cream beer creations or Gen Xers looking to put their children to sleep? Whoever it is, there’s evidently a market for beers that pay homage to Carvel ice cream products that like plastics are finding their way into beers.
Carvel and Captain Lawrence, already famous for last year’s Fudgie the Whale beer are at it again with a new ice cream-themed beer release crafted according to Radio.com to celebrate Carvel’s 85 years in the biz.
Described as a vanilla Milkshake IPA, Cookie Puss Birthday Beer will be available Connecticut, Florida, Maryland, Massachusetts, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, South Carolina, Virginia and Washington DC starting on May 2nd.
Schmidt’s & Platform Beer’s Peanut Butter Fudge Cream Puff Maibock
Columbus, Ohio- based Schmidt’s Restaurant und Sausage Haus is famous for its cream puffs and they’ve partnered with Platform Beer Company to produce something we’d run from, that makes us look back fondly on more conservative offerings like glitter beer.
Inspired by Schmidt’s famous cream puffs (who knew) Platform Peanut Butter Fudge Puff is interesting if only because it’s a Maibock, but still we’re going to take a pass.
Carlsberg Red Barley Soccer Beer
Limited releases with sports tie-ins have a long and storied history in the world of gimmick beers. They’re usually easy-drinking lagers with no distinguishing qualities beyond aligning themselves with a particular team or stadium.
In a slight departure from that sports/stadium tradition Carlsberg has announces a new limited release that was launched at Liverpool FC’s home stadium in England. And yes it’s a Pilsner, but the gimmick is that it’s a RED PILSNER.
Crafted at Carlsberg’s research center in Copenhagen, this gimmick beer, which commemorates the Liverpool soccer club’s manager Bill Shankly’s decision to play in an all red kit in 1964(!), will be distributed internationally through local pubs and at competitions after launching at the match itself.