Sheetz Unveil Limited-Edition Private Brand Coffee Bean IPA

Family owned convenience store chain Sheetz, in partnership with Rusty Rail Brewing Company, launched its first-ever private brand craft beer, Project Coffee Hopz, a limited-edition coffee bean IPA. Available for a select time in 55 Sheetz stores across Pennsylvania, the beer became available at a launch party today May 16, 2019 in Pittsburgh, PA.

From 4-7 p.m. on May 16, 2019, at the Sheetz on 4599 Library Rd in Bethel Park, PA, customers will have the opportunity to be the first to try and buy the limited-edition beer. In addition to beer tastings, customers attending the launch party will enjoy tons of giveaways including limited-edition Sheetz and Rusty Rail Brewing Company swag such as pint glasses, koozies and more.

Brewed with Sheetz Brothers Sumatra coffee beans, the new IPA blend features light and floral taste notes with a subtle coffee presence. Four-packs of Project Coffee Hopz 16 oz cans will be officially available at select Sheetz locations across Pennsylvania starting on May 21, 2019, and retail for $7.99. A small batch craft beer, Project Coffee Hopz will be available while supplies last and will not be restocked once sold out.

“We are lucky to collaborate with Rusty Rail Brewing Company, a well-known brewery born in central Pennsylvania, to create this limited-edition craft beer,” said Ryan Sheetz, AVP of Brand at Sheetz. “We have worked for years to make beer available in our store locations across Pennsylvania and now, with beer in more than 140 stores across the state, we are excited to take the next step in this journey.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.