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Lucky Charms Flavored Beer is Exactly What America Needs, Right?

by | Feb 27, 2019 | Opinion | 0 comments

Did you ever stare down at a bowl of Lucky Charms and think to yourself “Lucky Charms flavored beer would be awesome!”?

Yeah, me neither.

Regardless of how ridiculous this may sound, it is exactly what Virginia-based brewing company Smartmouth Brewing is doing. Next month, the obviously demented brewmasters at Smartmouth will begin pouring their newest creation, the Saturday Morning IPA.

Saturday Morning IPA is brewed with pounds of real Lucky Charms-inspired marshmallows, which I’m guessing means it tastes like something you may have dared someone to eat when we were kids? The IPA is made from toasted ‘mallows and tropical fruity Calypso hops. The 16-ounce cans have a 6.6 percent ABV and come patterned with the same rainbow theme we all know and love. Smartmouth even posted a sneak peek of the process to Instagram February 11 with a close-up shot of the marshmallows used for brewing.

 

 

I understand nostalgia is fun, and from a marketing perspective, this is a genius move from a brewer I otherwise never have known about. But still, all I can imagine is a bunch of dopes standing in the rain taking selfies with a beer can.

If you live in Virginia or feel like going on a very long ‘B-double-E-double R-U-N – Beer Run’, you better check it out starting Saturday, March 2, before it’s gone since Smartmouth won’t mail you a beer and it’s only going to be around for a limited time.

Again, a great way to pump up the brand, but I bet this is gonna be about as tasty as Jimmy Dean Chocolate Chip Pancakes & Sausage on a Stick.

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Mike G.

Mike G.

5th Beastie

I'm just a guy doing the best I can with the tools at my disposal. 

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