Independent brewery BrewDog has partnered with Joe & Seph's, a popcorn manufacturer, to bring beer and popcorn together.
A specific popcorn flavour has been chosen to go with each beer in the BrewDog Headliner range. These snacks are being sold at BrewDog's 18 bars in the UK, as well as on the beer brand's online store, at £2.25 per pack.
The gourmet popcorn's limited edition packets feature tasting notes, which those in bar jobs at BrewDog venues will also be able to provide to customers who ask for them.
People are being treated to combos such as Madra Curry with Lime & Black Onion Seed popcorn with BrewDog Punks IPA or Goats Cheese & Black Pepper popcorn with BrewDog Dead Pony Pale Ale.
"This collaboration is a natural next step in our quest to elevate beer’s cultural profile, showcase its versatility and promote its ability to complement a wide range of food, whether it be beef jerky, burgers or…popcorn," said James Watt, who co-founded BrewDog with Martin Dickie in 2007.
"We spent hours experimenting with interesting beer and popcorn combinations to find the perfect partners in crime. It was a hard job, but someone had to do it," quipped Joe & Seph founder, Joseph Sopher.
He explained that his company's popcorn is handmade in London with quality natural ingredients, and incorporates a special 'flavour sequencing technique'.
The other popcorn and beer combinations involved in the partnership are Five AM Red Ale with Caramel, Pepper & Chilli popcorn; Brixton Porter with Smooth Caramel & Espresso popcorn and This Is Larger with Cheddar Cheese & Smoked Paprika popcorn.