By Allison Watkinson
TLL Reporter
Brandgenuity has brokered a licensing agreement between White Castle and Evil Genius for a limited-edition beer called It Hits Different.
Founded in 2011, The Evil Genius Beer Company is a craft beverage producer that incorporates pop-culture references in its product names. Evil Genius currently distributes its products in 10 states and has developed a popular range of core and seasonal products.
“Evil Genius knows a thing or two about thinking original–so when they approached us on the idea of partnering on the It Hits Different White Castle-inspired beer, it was easy to raise our glasses and say cheers,” said Lynn Blashford, CMO at White Castle.
It Hits Different is a 6.5% ABV Tangerine IPA brewed with high-quality Sabro and Centennial Hops to celebrate the White Castle brand’s recent 100th birthday. It Hits Different was developed to complement the flavor of White Castle’s signature sliders.
Founded in 1921, White Castle is a family-owned, American fast-food hamburger chain. The business currently owns and operates more than 350 restaurants across the U.S., in addition to a retail division that adapts its menu into frozen products for stores nationwide. White Castle owns and operates its own Slider Provider meat plants, bakeries and frozen-Slider retail plants to ensure high-quality ingredients.
“Nostalgia is such a big part of our brand and with White Castle’s over 100-year legacy, it just seemed like a perfect fit to partner with them to create a beer that is as memorable as it is tasty,” said Trevor Hayward, Co-Founder of Evil Genius.
The co-branded It Hits Different beer will be available starting Oct. 3 in stores and restaurants throughout Evil Genius’ distribution footprint. To celebrate the release of the licensed product line, a launch party was held at the Evil Genius brewery in Philadelphia on Sept. 30. The free event featured exclusive It Hits Different branded merchandise, raffle prizes, and more.
White Castle’s licensing agent, Brandgenuity, is supporting the program rollout for the co-branded beer. Brandgenuity is a global independent licensing agency that is known for extending brands into products, services, and experiences that raise brand recognition and generate revenue.