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11/24/2020

Sheetz donuts add holiday cheer to new beer

Dan Ochwat
Executive Editor
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No stranger to beer partnerships in the past, East Coast convenience chain Sheetz has partnered with a new brewer Wicked Weed Brewing to develop a limited-edition craft beer using the retailer’s Shweetz Glazed Vanilla Donut holes.

The beer is called Project Happy Hole-idayz, a holiday beer that is a deep golden pale ale that brews with the store brand vanilla donut holes for a vanilla frosting flavor, with notes of graham crackers, honey and malted barley. The beer is available at 432 Sheetz stores across Pennsylvania, North Carolina and Virginia. Sheetz is headquartered in Altoona, Pa.

“We are thrilled to partner with the Wicked Weed Brewing Company, a popular brewery and destination in the heart of North Carolina, to create this festive and delicious holiday beer for our customers,” said Ryan Sheetz, vice president of marketing and brand at Sheetz. “This year has been a tough one for us all and we’re hopeful this beer can lift the spirits of our customers as we embark on the holiday season and look toward next year.”

Sheetz has previously worked with other brewers on specialty beers. Last year, it launched a beer that infused its store brand coffee into an IPA with Rusty Rail Brewing, and in May it launched a beer that had Sheetz own brand hot dogs tossed into the brew kettle for a truly wild beer collaboration. The Project Hop Dog was done with Neshaminy Creek Brewing.

This week Wawa announced its latest holiday beer leveraging its store brand coffee into a limited beer.