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Photo Courtesy of Planters

Well, it looks like we’ve found the latest trend – and it involves brands teaming up with small breweries to make product-conscious beers.  It seems as though at least once a week there’s a new chain restaurant, retail store or snack food company concocting some sort of effort to help sell its products.  We’ve seen the last Blockbuster store get a beer, Dunkin’ Donuts get a beer, even IHOP recently turned its pumpkin pancakes into a stout.  The latest effort comes from Planters, which is set to release Mr. IPA-Nut on Oct. 27, which just so happens to be National American Beer Day.

The nut-manufacturing giant, which has been a staple of the United States’ snack consumption since before your grandparents were born, has teamed up with Noon Whistle Brewery, a small Illinois-based brewery, to create a liquid marriage of both nuts and beer.

But what exactly can drinkers expect from Mr. IPA-Nut?  As per Noon Whistle’s website, Mr. IPA-Nut is “the first-ever venture into craft brewing for Planters peanuts” and it goes on to state that the beer is brewed with Wakatu and Citra hops, which provide a citrus aroma, along with a hint of honey-roasted peanuts, all followed by a slightly salty finish.  This is definitely uncharted beer territory for beer-makers.  To help promote the new beer, Planters has started a social media campaign using the hashtag #BeerGoesNuts.

The idea of incorporating the saltiness of peanuts with a beer is one that intrigues us, especially since we’ve started to see more and more baseball fans tweeting out photos of their light beer with peanuts in it.  Peanuts are one of the best foods to pair with beer – we know it, Noon Whistle knows it and, of course, Planters has known it since 1906.

There’s no word yet on how long Noon Whistle will brew the beer and if there’s any plans to bring it to other markets, though we’re keeping our fingers-crossed that it will one day.  If you want to get your grubby mitts on Mr. IPA-Nut, it’s not going to be easy. The four-pack of 16-ounce pounder cans will only be available in Illinois and it will cost just $10.