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Strange brew: Sanders chocolate beer
Stout by confectioner, Detroit Brewing Co. expected to be sellout
Detroit's beloved 136-year-old candymaker is branching into adult treats: chocolate beer and wine.
Sanders is planning a massive holiday rollout later this month for its 1-year-old Chocolate Stout and is in talks with an unidentified California vineyard to create a dessert wine based on its iconic chocolate flavors.
Both adult beverages will help the brand gain national exposure, said Brian Jefferson, chairman of Clinton Township-based MCM Holding Co., the group that owns Sanders and another local confectioner, Morley Brands LLC.
The candymaker is tapping into a growing beverage trend.
"Craft beers are becoming more popular as consumers look for local, authentic, handcrafted foods and beverages with passionate food artisans and entrepreneurs behind them," said Louise Kramer, a spokeswoman for the National Association for the Specialty Food Trade. Furthermore, "chocolate is hugely popular with consumers of specialty foods."
Sanders Chocolate Stout, developed last year with the Detroit Brewing Co., combines Sanders chocolate with the brewer's Pub Classic Smooth Cream Stout for a chocolate finish, Jefferson said.
"We were skeptical at first," he said of the brewer's proposal to collaborate. "We weren't going to make a decision until we tasted it. We weren't selling our brand just to sell our brand and put a few pennies in our pocket. It had to be really good."
Retailers sold out quickly of the first production run of 6,000 cases last year. Sanders is manufacturing at least six times as many cases this year, to be carried by merchants including Meijer, Hiller's Markets, Whole Foods, Hollywood Markets, Nino Salvaggio and Holiday Market.
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Stout by confectioner, Detroit Brewing Co. expected to be sellout
Detroit's beloved 136-year-old candymaker is branching into adult treats: chocolate beer and wine.
Sanders is planning a massive holiday rollout later this month for its 1-year-old Chocolate Stout and is in talks with an unidentified California vineyard to create a dessert wine based on its iconic chocolate flavors.
Both adult beverages will help the brand gain national exposure, said Brian Jefferson, chairman of Clinton Township-based MCM Holding Co., the group that owns Sanders and another local confectioner, Morley Brands LLC.
The candymaker is tapping into a growing beverage trend.
"Craft beers are becoming more popular as consumers look for local, authentic, handcrafted foods and beverages with passionate food artisans and entrepreneurs behind them," said Louise Kramer, a spokeswoman for the National Association for the Specialty Food Trade. Furthermore, "chocolate is hugely popular with consumers of specialty foods."
Sanders Chocolate Stout, developed last year with the Detroit Brewing Co., combines Sanders chocolate with the brewer's Pub Classic Smooth Cream Stout for a chocolate finish, Jefferson said.
"We were skeptical at first," he said of the brewer's proposal to collaborate. "We weren't going to make a decision until we tasted it. We weren't selling our brand just to sell our brand and put a few pennies in our pocket. It had to be really good."
Retailers sold out quickly of the first production run of 6,000 cases last year. Sanders is manufacturing at least six times as many cases this year, to be carried by merchants including Meijer, Hiller's Markets, Whole Foods, Hollywood Markets, Nino Salvaggio and Holiday Market.
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