Dive Brief:
- Rutter’s has launched a new seasonal, private label beer, according to a Thursday company announcement.
- The brew, Don’t Have a Cow, is a citra IPA developed through a new partnership between Rutter’s and Philadelphia-based Evil Genius Beer Company. It’s only available at Pennsylvania stores for a limited time while supplies last, according to the announcement.
- This marks Rutter’s fifth private label beer launch over the past few years as the convenience retailer continues to distinguish itself through innovative food and beverage offerings.
Dive Insight:
The convenience retailer first dabbled in private label beer in November 2021, when it debuted its Rutter’s Chocolate Milk Stout alongside Pennsylvania-based Lancaster Brewing. Since then, Rutter’s private label beers have included its summer 2023 Big Berry Attitude citrus ale with Lancaster Brewing and its White Chocolate Cherry Golden Stout with Rusty Rail Brewing late last year.
Rutter’s latest beer, Don’t Have a Cow, is a low-bitterness option that’s dry hopped with citra, which has a strong citrus aroma that contains notes of peach, apricot, lemon, and other tropical fruits. It’s available in packs of six, 12-ounce cans for $13.99.
“As we continue to bring new flavorful and unique craft beers to our customers, we strive to have fun, but most importantly, offer a great tasting brew,” Rutter’s Senior Category Manager Adam Long said in the announcement.
This marks Rutter’s first partnership with Evil Genius, which has also worked with regional c-store competitor Sheetz in the past. Those collaborations have included Sheetz’s 2019 Project Brewberry Muffinz blueberry beer and its 2021 vanilla cappuccino option, Project Vanilla Shteam Machine.
York, Pennsylvania-based Rutter’s operates 87 convenience stores across Pennsylvania, Maryland, and West Virginia. Besides c-stores, the family-owned business has a dairy and beverage company and a real estate arm.
