The world of craft beers is one full of innovation and creativity. Craft beers are known for their unorthodox tastes and brewing practices. Breweries are constantly looking for new, interesting ways to make their beer stand out.
One type of beer becoming popular is sour beer. Sour beer is known for its tart flavor created by the yeast and bacteria during fermentation. This style of beer is praised for its deliciously complex and unique flavor. The profile of sour beers can range from dense and earthy to light and refreshing. Milk stout is a stout style beer containing lactose, a sugar derived from milk that cannot be fermented by yeast. The lactose in the beer gives it a sweet taste.
A milk stout in particular has taken the beer community by storm. Hornswoggler has turned America’s favorite cookie into America’s favorite drink. By conditioning their chocolate stout with hundreds of pounds of Oreos, The Veil Brewing Company has created a canned childhood snack, for adults.
Marketed beautifully, this beer connects the youthful flavor with a childhood story by Ronald Dahl, Charlie and the Chocolate Factory. The marketing campaign behind this beer is full of allusions to the 1964 novel. The most obvious is the name, Hornswoggler, printed in Willy Wonka font across the front of the can. A Hornswoggler is an Oompa Loompa eating monster mentioned briefly in the classic novel. If you look close at the graphic under the letters you can make out to see what seems to be an Oompa Loompa leg in the monster’s jaws.
Another great marketing move by The Veil Brewing Company was the inclusion of the golden ticket. Customers who purchase a 4-pack of the brew have the chance to receive a golden coin. Rather than an adventurous tour of the brewery, you are awarded with a strictly limited gold plated Hornswoggler beer glass. By using a nostalgic marketing scheme, The Veil Brewing Company has seen Hornswoggler sell out almost instantly.
In this day and age, consumers are always looking for something new. Whether it tastes like Oreos or citrus, craft beers are a great way for people to innovate and make their brand stand out. Craft beers are a perfect example of how new trends are shaping the world of food and drink.
Need help brewing up some buzz? Give us a shout!
