New tangerine IPA celebrates White Castle’s recent 100th birthday.

License Global

October 4, 2022

1 Min Read
A six-pack of It Hits Different alongside a box of White Castle sliders.
A six-pack of It Hits Different alongside a box of White Castle sliders.White Castle

Philadelphia-based Evil Genius Beer Company has unveiled a new limited-edition beer, It Hits Different, created with fast-food brand, White Castle

Evil Genius has created beers that tap into the cultural zeitgeist with various brand collaborations across the country, including Jameson Irish Whiskey, Miller High Life and Auntie Anne’s.  

It Hits Different is a 6.5% ABV Tangerine IPA brewed with the new Sabro Hop and classic Centennial Hops to celebrate White Castle’s recent 100th birthday. With subtle bitterness from the beer’s unique hop profile countered with a light tangerine sweetness, Evil Genius developed It Hits Different to be the perfect partner to White Castle’s signature sliders. The name is a nod to the two companies’ legacies as tastemakers, creating a one-of-a-kind product. 

“Nostalgia is such a big part of our brand, and with White Castle’s over 100-year legacy, it just seemed like a perfect fit to partner with them to create a beer that is as memorable as it is tasty,” says Trevor Hayward, co-founder, Evil Genius. 

“Evil Genius knows a thing or two about thinking original, so when they approached us on the idea of partnering on the It Hits Different White Castle-inspired beer, it was easy to raise our glasses and say cheers,” says Lynn Blashford, chief marketing officer, White Castle. 

Related:5 Surprise Foodie Mini Brands Serve Fast Food Favorites

It Hits Different is available in stores throughout Evil Genius’ distribution footprint, including Delaware, Maryland, Michigan, New Jersey, Ohio, Pennsylvania, Virginia and Rhode Island. It will be available in cans for retail stores and kegs for bars and restaurants.  

Brandgenuity, the licensing agency for White Castle, brokered the partnership and is supporting the program rollout. 

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white castleBrandgenuity

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License Global

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