Ben & Jerry's Looks To Enter Brewing
Ice cream brand Ben & Jerry’s has joined forces with a craft brewer for the purpose of creating a limited edition 'caramel brownie' brown ale.
New Belgium Brewery and the ice cream maker will make the beverage available in the autumn of the this year. Its ABV is to be 6.3 per cent.
Jay Curley, the senior global marketing manager of Ben & Jerry’s, commented, “We’re big fans of New Belgium Brewery, their values, and their fun culture, and of course their beer. We’re excited for the campaign we’ve developed together. When two B Corps [corporations which achieve a certain level of performance regarding the environment, suppliers and employees] collaborate our fans can expect something both delicious and impactful.”
The ale is to carry a message urging a reduction in carbon emissions.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.