A product of their pairing will drop every Wednesday during the holiday season, starting with the inaugural launch Nov. 24 of Ho Ho Crumb.
Ho Ho Crumb is two items of the same name. First, it’s Confection of a Rock$tar’s popular rainbow cake topped with crumbs. It’s also Source’s new 13% ABV Imperial Pastry Stout, conditioned on raspberry, apricot, almonds, chocolate and Madagascar vanilla.
Confections of a Rock$tar owner Kimmee Masi said the collaboration was born somewhat out of her own internet scrolling earlier this fall, during which she saw bakeries and booze makers teaming up on interesting products.
“I reached out to my fantastic people at Illumination PR and said ‘can we try to do this with local breweries?’ They’re the ones who put pen to paper,” Masi said.
After meeting with the folks at Source, Masi said she realized it was a good fit—good enough for not just one product drop, but multiple.
“I don’t know how you get a beer to taste like an Italian rainbow cookie but it’s kind of amazing,” she said.
A handful of other drops are planned throughout the holiday season. While Masi couldn’t publicly share what’s in store, she said she’s excited for all of it.
“When you’re in a bakery setting, as much as you try to make new products all the time, it takes so much time. It’s a lot of labor. I’m excited when we get to work with really cool people and come up with totally different concepts. When it works out, it’s even better,” she said.
“I’m excited to see what every day’s gonna bring. Some days it’s like the day before, and other days, you just can’t believe what’s happened. Especially with them. They’re a really great group of people, they care about people, they put as much love and energy into trying to find the best ingredients to make their beer as we do into what we put in our baked goods.”
Customers can pre-order the new releases online each Wednesday or buy the baked goods without the beer in-store at Confections of a Rock$tar. Source is selling the beer and baked goods in a bundle, but Masi warned that they will likely sell out of the bundles each week. At the time of publishing, bundles of the Nov. 24 drop are sold out.
1 of 2 articles
1 article remaining
Advance your business edge with news from NJBIZ. Register now for more article access.