Sheetz to Launch Project Happy Hole-idayz Brew

Beer is made with the c-store’s doughnuts
Happy Hole-idayz Brew
Photograph courtesy of Sheetz

ALTOONA, Penn. —Sheetz has brewed a new holiday beer with its Shweetz Glazed Vanilla Donut holes.

The convenience-store chain partnered with Wicked Weed Brewing Co., Asheville, N.C., to release the Project Happy Hole-idayz brew in 432 Sheetz stores across Pennsylvania, North Carolina and Virginia.

The beer will be available in stores starting at 4 p.m. Friday and while supplies last.

Project Happy Hole-idayz is a deep golden pale ale with notes of fresh baked doughnuts, vanilla frosting, graham crackers, honey and malted barley, the company said. Four packs of 16-ounce cans will be sold for $7.99.  

“We are thrilled to partner with the Wicked Weed Brewing Co., a popular brewery and destination in the heart of North Carolina, to create this festive and delicious holiday beer for our customers,” said Ryan Sheetz, vice president of marketing and brand at Sheetz. “This year has been a tough one for us all, and we’re hopeful this beer can lift the spirits of our customers as we embark on the holiday season and look toward next year.”

Sheetz asked that customers adhere to all Centers for Disease Control and Prevention (CDC) guidelines including maintaining social distancing and wearing a mask while in the store.  

This isn’t Sheetz first private-label beer brewed with a store favorite. In September it partnered with Richmond, Va.-based Hardywood Park Craft Brewery to make a wheat ale, named Project Watt-Ahh-Melon Ring. The drink was made with Sheetz Watermelon gummy rings.

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