Wawa’s First Private Seasonal Beer Draws Crowd

PHILADELPHIA – Wawa has released its first ever private label beer and drew a crowd of 500 customers in a preview tasting earlier this month, says Grocery Dive. In a collaboration with Pennsylvania-based 2SP Brewing Company, the northeast c-store produced a limited-edition oatmeal stout that is steeped with Wawa’s Winter Blend coffee.
 
Wawa is only releasing 1,000 cases of the beer—priced at $12.99 for four 16-ounce cans. Now that the tapping event is over, customers can purchase them at bars, bottle shops and distributors in the Philadelphia metro area. According to the company’s press release, the beer evokes the flavors of “sweet clove, dark chocolate and graham crackers.”
 
This new Winter Reserve Coffee Stout hits a number of trends. First, consumers are still seeking out craft and unique brews—and the collaboration with a local brewery plus the “limited-edition” branding has a nice ring to it. Additionally, private label products are a big hit. Wawa is joining a host of other c-stores in its private label product additions, like Yesway adding candy and baked goods.

Merchandising