French’s has created a mustard flavored beer in honor of National Mustard Day on August 1st. The brand is promoting its new beer as the perfect addition to summer barbeques and describes its flavor as semi-tart, with hints of key-lime and tangerine to round out the unique taste. The unexpected blended beverage is only available for a limited time and cannot be found in stores. The mustard maker teamed up with Oskar Blues Brewery to create the specialty beer, which fans can order on tap at any of the brewery’s taproom locations in the United States. Additionally, the mustard beer can be ordered online in packs of six for $19.99.
In case consumers need ideas on what to pair their new mustard beer with, French’s is advertising at-home recipes for fans to try with the beverage, including “beer and mustard marinated flank steak” and “bacon honey mustard beer bread”. Promoting mustard-themed recipes could help French’s grow its digital audience and draw more attention to its new, limited-edition beer, according to a Gartner report. Additionally, French’s and Oskar Blues Brewery are promoting their mustard mashup on Instagram and Twitter using the hashtag #MustardBeer and also released a short ad for social media using the tagline “Sipped Not Squeezed”. By marketing its abnormal alcohol beverage across its digital and social channels, French’s can increase engagement with homebound fans looking for something new and unexpected to try. Mustard Beer marks French’s second unique concoction, having released a mustard ice cream in 2019 to celebrate National Mustard Day.
Marketing an unusual summer beverage during an atypical summer season could help French’s connect with fans looking to add some flavor to their current situations. While not all fans may be willing to take a sip of French’s new beer, promoting the product in honor of National Mustard Day could at least keep the brand and holiday top of mind with customers and inspire them to cook up something delectable with the classic yellow mustard.