Michael Waltrip Brewing Company and Famous Toastery, the North Carolina-based breakfast restaurant chain, have entered a partnership to launch a first-of-its-kind breakfast-inspired beer that complements the fastest-growing social dining occasion in America, brunch, and can still be enjoyed any time of day or night.
Classic Cinnamon Roll Ale, draws directly from one of Famous Toastery’s most recognized menu items, translating indulgent breakfast flavors into a balanced, approachable beer. The rollout will begin across select Famous Toastery locations on July 24 and will also include a limited number of key retailers, bars, and restaurants.
As part of the program, the partnership will extend into a broader lifestyle platform, including branded merchandise and limited-edition collaborations designed to build cultural relevance around the “brunch beer” concept.
“Breakfast and brunch are some of my favorite times to get together with friends and family, and we wanted to create a beer that fits those moments perfectly,” says Michael Waltrip, Founder of Michael Waltrip Brewing Company. “This brew is light, refreshing, and easy to enjoy whether you’re kicking off the day or winding down in the afternoon. At Michael Waltrip Brewing, we’re all about bringing people together, and this is a beer that feels right any time of day.”
Robert Maynard, Founder and CEO at Famous Toastery, says, “Famous Toastery has always owned the brunch experience at a high level. This partnership allows us to extend that leadership beyond the plate and into the glass. We’re not adding a menu item, this is different, we’re helping define a category. That’s where we want to play. This collaboration positions both brands at the forefront of an emerging intersection between food culture and craft beverage innovation, with plans to scale the concept regionally and nationally.”
