Remember that French’s Mustard Beer with Oskar Blues?
That feels like two years ago, because 2020 was 2020. But no, that was August—a lifetime ago, in pastry-beer years.
Breweries joining forces with non-breweries for some publicity-grabbing marketing gestalt is not a new concept, by any means. Do a bit of searching online, and you can find adorably innocent threads from 2014 questioning whether such cross-promotions were just icky, crass commercialism (that one was in response to Ommegang’s Game of Thrones series, if you’re curious).