Heinz-Craft Company and Noon Whistle Brewery are set to introduce a peanut IPA that pays homage to its Planters’ mascot. Just in case, IPA is a pale ale. It was only a matter of time before the peanut manufacturer would cash in the combo of beer and peanuts. Peanuts are the most common salty snack usually found in a small bowl in a bar. So it seems like a natural marriage of cross-promotion products.
“Mr. Peanut doesn’t want beer drinkers to be without the perfect salty snack, which is why he brought the iconic taste of Planters to an IPA,” says Ashley Tople, marketing director, of Planters. “Mr. IPA-Nut has a unique citrus aroma with a hint of honey-roasted peanuts followed by a slightly salty finish.”
Fun Fact: According to Planters, Mr. Peanut is something of an informal moniker. The full name given to him by Gentile was Bartholomew Richard Fitzgerald-Smythe.