Hold The Spoon Release

After months of recipe development, we’re ready to unveil our collaboration with Jeni’s Splendid Ice Creams: Hold The Spoon . Early access for Society members starts online on March 4 and in online and in the Bruery Terreux Tasting Room on March 6, 2019. After meeting with our friends at Jeni’s, it became clear that we both focus on creating one-of-a-kind flavors utilizing only the best ingredients, making this collaboration a natural marriage of our two disruptive brands with fanatic followings.

Hold The Spoon is an Imperial Blonde Ale inspired by the flavors of Jeni’s Salted Peanut Butter with Chocolate Flecks ice cream. Our innovation manager, Andrew Bell, states, “This was a fun project collaborating with a great craft company from another industry. Tasting through a bunch of ice creams is something we don’t often do at work at a brewery.” The decision to make a beer inspired by this particular ice cream was an easy one, Bell continues. “Jeni’s Salted Peanut Butter with Chocolate Flecks was one of our favorites from the start. It has a bold roasted peanut butter character that is balanced with the creaminess from the dairy, just the right amount of sugar and a surprising salty edge that really made you want to get another spoonful. We made this beer with the simple goal of conveying the wonderful experience of eating Jeni’s Ice Cream in… beer form,” he says.

Jeni Britton Bauer, founder of Jeni’s Splendid Ice Creams, adds, “I was so excited when the Bruery came to us with this idea — and I don’t think they could have picked a better ice cream to turn into a beer. I love everything the Bruery does, and this beer is no exception.”

Hold The Spoon is brewed with lactose, cacao nibs, peanut flour and salt. It’s a full bodied, creamy beer with delicate notes of chocolate and peanut butter. The beer will be available online at www.thebruery.com and in tasting rooms, with a public launch party on March 6 at Bruery Terreux. Hold The Spoon will retail at $5.99 per can.

The Hold The Spoon Launch Party will include:

  • Scoops provided by Jeni’s Splendid Ice Creams
  • Beer Pairings for purchase
  • Make your own beer floats for purchase
  • Collectible Glassware for purchase
  • Cans of Hold the Spoon for purchase to-go

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