The breakfast restaurant chain is branching out in an odd way.
Compared to some of its contemporaries like IHOP or Denny’s, breakfast restaurant chain Waffle House isn’t really known for excessive merchandising opportunities. However, after being contacted by a Georgia brewing company, the chain decided to branch out a bit, albeit in a direction not entirely anticipated.
Waffle House has officially teamed up with the Oconee Brewing Company, a Georgia-based beer brewery, to produce their own brand of breakfast-flavored beer. Their first flavor is titled “Bacon & Kegs,” and is flavored with “salty, savory, and smokey bacon extract,” according to Oconee.
“Bacon & Kegs pairs well with breakfast food items (obviously!) or can be enjoyed as a stand-alone, soon to be iconic beer.”
According to a post on the Oconee Brewing Company Instagram, they contacted the Waffle House headquarters in Atlanta, Georgia back in January with an invitation to collaborate. Representatives from both companies met several times, but proceedings were delayed by the COVID-19 pandemic. After some back and forth, the representatives reconvened at the Oconee Brewing company to sample several potential flavors, and settled on a red ale flavored with bacon.
Starting December 18, “Bacon & Kegs” will be sold commercially in six-pack cans, and it’ll also be available on draft at the Oconee Brewing Company. However, despite the obvious implications of such a deal, little effort has been made to sell the beer in physical Waffle House locations. The only location in the entire chain that even sells alcohol is located at SunTrust Park, the home field of the Atlanta Braves.