News

Campbell Soup bubbles into beer with limited time partnership

21 Sep 2021

Soup brand Campbell Soup brand Snyder’s of Hanover is partnering with Captain Lawrence Brewing to tap into the beer market with a brew that combines the flavors of the perennially popular bar snack pretzels with the New York brewery’s craft brews. The resulting beer is called SnyderBier.

This beer collaboration is the second time that these two companies have joined together to create an innovative brew. Last year, the duo debuted the Snyder's Pretzel Keg, which provided buyers with a keg of beer alongside a 27-ounce canister of Snyder's of Hanover Baked Pretzel Rods. This time though, the two companies are combining their specialties together in a new flavor.

Campbell Soup bubbles into beer with limited time partnership

Oktober Fest is an annual event in Germany that was canceled last year, and it was recently announced that the event was canceled for the second year in a row. However, so that the festivities don’t entirely fall by the wayside, Campbell is hoping to offer people an alternative solution.

"With the possibility that Oktoberfest events may need to be canceled or move to virtual for a second year in a row, we wanted to give consumers an easy way to bring the spirit of the festival home," Rachel Sasser, Director of Marketing for Campbell Snacks said in a statement.

SnyderBier is available in limited quantities of 4-packs in the U.S. and comes in two different flavors – Pretzel Märzen and Pretzel Frücht. Pretzel Märzen is a Märzen style lager that blends a classic malty taste with tones of slow-baked pretzels. Pretzel Frücht combines sweet and savory in a Gose style ale brewed with Snyder's of Hanover pretzels, passion fruit and guava.

This combination of combining food and drink into the same can is gaining popularity and several craft breweries have partnered with snack manufacturers to create dynamic duos. Traditional bar snack flavors are particularly popular for this combination. French’s Mustard Beer was recently created in combination with the craft brewery Oskar Blues and French’s Mustard.