Craft Brewer New Belgium and Ben & Jerry’s have collaborated in order to create a new ice cream with the flavour of the drinks-maker’s Brown Ale, which contains fudge and salted caramel brownies, thedrinksbusiness.com reports.
This is the second occasion the companies have pooled their efforts: they have already created a salted-caramel-brownie ale. Both products will become available all across the United States in November, and are intended to be paired together.
On a retail platform, the products will be trialled for three months.
Some of the profits generated by the two products will be donated to Protect Our Winters, a climate advocacy group.
New Belgium’s PR manager, Bryan Simpson, said, “They have the same flavour profile in that you’ve got caramel and brownies going on in both. The pour over, which is how you’re going to experience it, is a scoop of ice cream with beer over it. My inference was it was going to be very sweet – like a root beer float, but the beer is a lot dryer than a root beer would be. The salt plays off the sweet very well.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
