SOURCE: Hormel Foods Corporation

SUMMARY:

Up To $10,000 will be donated to the Rocky Mountain Conservancy for much needed work in Rocky Mountain National Park as result of Nature Nut Sales Via Athletics’ Two for the Trails Program and a Matching Contribution from Justin’s

DESCRIPTION:

BOULDER, Colo., April 22, 2021 /3BL Media/ - Athletic Brewing Company and Justin’s are announcing today a collaborative limited-edition beer to celebrate Earth Day. Inspired by these two outdoor enthusiasts coming together, Nature Nut is a peanut butter Porter beer, and its sales will benefit the Rocky Mountain Conservancy, a nonprofit organization supporting one of the nation’s most popular National Parks, Rocky Mountain National Park, in Colorado.

Although both bestselling brands are “go-to’s” for people who live happy, active, and well-balanced lives, it wasn’t so long ago that these brands rewrote the rules in their respective categories. Athletic shifted the nonalcoholic beer category, which hadn’t seen any innovation in decades, to pioneer the athletic beer segment by making great beer that just happens to be nonalcoholic. It’s now the fastest-growing sector in the beer industry. Justin’s revolutionized the nut butter category by creating products driven by passion for delicious taste, unique texture, and high-quality ingredients. Justin’s not only offers peanut butter, but almond butters made with Justin’s one-of-a-kind-grind. They created the first nut butter squeeze packs to give consumers a power-packed, on-the-go protein source.

Challenged with developing a peanut butter beer, the teams at Justin’s and Athletic Brewing worked together to find a perfect beer base that would reflect the bold flavor of peanut butter and showcase its rich and complex character. The team selected American Porter because its roast and chocolate notes tastefully complement the nutty goodness. This intersection of ingredients led the way for a great, wholesome beer that imparts the flavor fans of both brands crave and just happens to be nonalcoholic. As part of the complicated brewing process, the team opted to use peanut butter powder instead, so no JUSTIN’S® peanut butter was used in this brew, but it has plenty of its nutty spirit.

Beer lovers can purchase Nature Nut beginning Earth Day (April 22) through AthleticBrewing.com while supplies last. The beer will ship directly to consumers with a sample of JUSTIN’S® signature nut butter squeeze pack for every six-pack purchased. Additionally, super-fans can snag limited-edition merchandise, with 100 percent of the profits going directly to support the Rocky Mountain Conservancy for trail clean up and fire mitigation in Rocky Mountain National Park located in Justin’s home state of Colorado.

“JUSTIN’S® products are our favorite trail-side snack, and I guarantee that Nature Nut will be a great addition on a hike or as a post-trail brew,” said Bill Shufelt, co-founder of Athletic Brewing. “I created Athletic as a life hack because alcohol simply wasn’t compatible with the healthy and active life that I wanted to live without making compromises. As an avid backpacker, mountain biker, and skier, Justin’s founder, Justin Gold, shares a lot of the same values.”

“I love a good life-hack and like Bill, am a nature nut at heart. I was thrilled to team up with Athletic to create this limited-time Peanut Butter Porter inspired by JUSTIN’S® peanut butter and do something positive to support our planet just in time for Earth Day,” said Justin Gold, founder of Justin’s.

Tweet me: Introducing Nature Nut: a peanut butter Porter beer, a collaborative limited-edition beer to celebrate #EarthDay by @AthleticBrewing and @Justins. https://bit.ly/3xiVVfl

KEYWORDS: NYSE:HRL, Hormel Foods, Athletic Brewing Company, Justin’s, Rocky Mountain Conservancy