Working with British snack brand Joe & Seph’s, Budweiser has launched a new range of flavored popcorn in a deal brokered by IMG.

Infused with 17 percent real beer and merging the taste of Budweiser with hints of caramel, Joe & Seph’s state its “Willy Wonka-style of flavor sequencing” can bring the unique flavor of brands to new places.

“Joe & Seph’s is delighted to join forces with the King of Beers to create a Budweiser popcorn,” says Adam Sopher, co-founder, Joe & Seph’s. “Our brands share the same values and commitment to creating the best quality food and drink and this exciting new flavor launch finally provides Budweiser fans with the perfect gourmet snack for enjoying with a cool Budweiser!”

“We are delighted to be expanding our offering into food with the launch of Budweiser-flavored popcorn,” says Jessie Landers, senior brand manager, Budweiser. “With the strength of the Budweiser brand behind it and our iconic American-style lager flavor; we look forward to offering consumers the perfect gourmet snack to pair with a refreshing bottle of Budweiser.”

The new range of Budweiser popcorn is available directly from the Joe & Seph’s website as well as via Moonpig as a gift set with popcorn and a pint glass.