Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
April 7, 2023
Philadelphia-based Evil Genius Beer Company and White Castle have joined forces once again to create another limited-edition beer best served with the fast food chain’s Sliders.
Evil Genius and White Castle partnered last year to produce It Hits Different, a tangerine IPA. Now, the two have released, Main Character Energy, a 6% ABV hazy kiwi dragon gruit IPA, a twist on the popular India Pale Ale beer style. The beer features both Simcoe and Strata hops that add a tropical fruit and zesty citrus character to the beer.
“Both Evil Genius and White Castle have long been innovators in their respective spaces,” says Trevor Hayward, co-founder, Evil Genius. “With the success of the first beer we knew we had to lean into our shared talent for creativity to up the ante and deliver a truly special product.”
“We are excited to celebrate another round of collaborating with our friends from Evil Genius - this bold, new and craveable brew will inspire the raising of glasses wherever it’s enjoyed,” says Lynn Blashford, White Castle chief marketing officer, White Castle
Main Character Energy is now in stores throughout Evil Genius’ distribution footprint. The beer will come packaged in both 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.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like
Mallet London, Smiley Launch Capsule CollectionFeb 29, 2024
Borussia Dortmund, Legends Enter Long-Term PartnershipFeb 29, 2024
UTA, Los Angeles Fire Department Foundation Announce PartnershipFeb 29, 2024
Taco Bell, Tajín Blend Flavors in Limited-Time MenuFeb 29, 2024