USA: Trader Joe’s introduces own Private Label brand dessert beers for the fall
Trader Joe’s (owned by German Discount Retail Chain Aldi Nord) has some unique Private Label (PL) dessert beers brewing for the colder months ahead, one of the few categories in-store where they tend to lean on branded breweries to stock the shelf.
The Trader Joe's (TJ's) product developer, Catherine, mentioned that Trader Joe's will be launching a barrel-aged beer later in the year and remarked on a recent expansion of its store PL brand Shell House Hard Seltzer line.
Seltzers are extremely popular right now. People love them because they're lower in carbs, lower in calories than beer. TJ's Seltzer also happen to be gluten free because they're using sugar to create the alcohol instead of grains. And the two flavors that TJ's added are a raspberry as well as a lime.
TJ's has been working for two years on its PL dessert beer called Cookie Butter Beer, a beverage that they say fits nicely since the store prides itself on its TJ's Speculoos Cookie Butter.
The beer is slated for September and will be joined later by other TJ's dessert beers Coffee Peanut Butter Cup, Ginger Bread Spiced Stout, Toasty Cookie Spice Cider, and the return of last year’s own PL brand Howling Gourd Pumpkin Ale beer and Gourd Tree Pumpkin Cider.
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