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Innovative Beer Packaging Taps Into Co-Branding Power

The custom-made, limited-edition Snyder’s Pretzel Keg launches on October 7.




Innovative Beer Packaging Taps Into Co-Branding Power

The custom-made, limited-edition Snyder’s Pretzel Keg, a first-of-its-kind innovation.

Founded in 2006, New York state’s Captain Lawrence Brewing Co. is Westchester’s and the Hudson Valley’s largest craft brewery. Captain Lawrence boasts a 25,000 sq-ft brewery facility, a 2,500 sq-ft foot beer hall, and a 6,000 sq-ft outdoor beer garden. Thanks to a new collaboration with Snyder’s of Hanover, Captain Lawrence Brewing Co. brand fans can now enjoy beer from their favorite brewery at home along with a satisfyingly salty snack.

The custom-made, limited-edition Snyder’s Pretzel Keg, a first-of-its-kind innovation from the brewer and the snack brand, launches on October 7th at 2 p.m. Eastern on or visit Captain Lawrence’s taproom in Elmsford, NY—just in time for Oktoberfest.

“When Snyder’s of Hanover reached out with this opportunity, we quickly jumped on it because what pairs better than pretzels and beer?” asks Scott Vaccaro, Captain Lawrence founder and Brewmaster. “The Captain Lawrence Oktoberfest is a smooth and malty lager that is the perfect accompaniment to Snyder’s of Hanover pretzel rods, with notes of toasty bread, honey, and a hint of chocolate. This collaboration was inspired to help consumers feel like they were transported to Oktoberfest without ever leaving their homes.”

Betsy Morreale, vice president of marketing, Campbell Snacks, adds, “In partnership with Captain Lawrence Brewing Co., we reimagined the classic Oktoberfest pairing: beer and pretzels. Our deliciously crunchy, slow baked pretzel rods and the refreshing Marzen Style Oktoberfest Lager from Captain Lawrence Brewing Co. create the perfect Oktoberfest flavor combination to enjoy with friends and family at-home this season.”


The Snyder’s Pretzel Keg will be sold at $49.99 featuring a 27oz. canister of Snyder’s of Hanover Baked Pretzel Rods and a five-liter keg of Captain Lawrence’s Marzen Style Oktoberfest brew.

Linda Casey is the editor-in-chief of BXP.

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