IHOP Created a Pumpkin Pancake Beer, Literally Infused With Buttermilk Pancake Mix

Let’s take a quick look at IHOP’s year so far. It changed the name to IHOb (temporarily) to promote its burgers, and panic ensued. However, by all accounts, it worked pretty well—or not, depending on who you talk to. Then, it was back to pancakes. Now? IHOP is getting into the beer business—albeit, like its renaming stunt, for a short time. Working with New York-based Keegan Ales, IHOPS Pumpkin Pancake Stout (honestly, it was only a matter of time before this would happen) is a fall-inspired craft beer that brings together pumpkin, seasonal spices and … pancakes. Yes, this stout is made with IHOP’s buttermilk pancake batter. The limited-run beer is in celebration of the restaurant’s Pumpkin Spice Pancakes, which are available until Oct. 28 nationwide. Sadly for most of those who do find this idea tantalizing, the pancake beer won't be sold in IHOP restaurants, and will only be available at a few New York-area events and tap houses. [kickout id="1"] While Starbucks has built a cult following with its pumpkin spice latte (ubiquitously known as PSL) and other brewers have created unique flavors, like 10 Barrell’s Blockbuster Ale celebrating the country’s last Blockbuster rental location still standing, this likely veers into “huh?” territory. Then again, who are we to judge when brewers around the world have experimented with beers made from an entire pizza, coconut curry and even Rocky Mountain Oysters? Droga5 was again behind the stunt and creative assets, and IHOP CMO Brad Haley says the agency “suggested that those same ingredients that make our fall pancakes so delicious would also make a great-tasting beer, and we wholeheartedly agreed.” "We're excited to partner with IHOP on this first-of-its-kind brew and bring fans a unique craft beer that blends the deep, roasted flavors of our stout with hints of pumpkin, vanilla and IHOP's iconic pancake batter," added Tommy Keegan, founder of Keegan Ales. IHOPS makes its debut on Sept. 29 at the Bacon and Beer Classic in Flushing, New York, and will make other festival appearances around the greater New York City area. You can find a full set of tasting locations on the IHOPS site. So we’ve had IHOb and IHOPS so far. What’s next? IHOg (bacon)? IHOPper (kangaroo mascot)? IHOnk (pancake-inspired car horns)? Who knows? But in the meantime, enjoy a pint of pancakes. [kickout id="2"] [kickout id="3"] CREDITS: Client: IHOP Agency Droga5 NY Creative Chairman: David Droga Chief Creative Officer Neil Heymann Executive Creative Director: Scott Bell Creative Director: Dan Kelly Creative Director: Todd Rone Parker Senior Copywriter: Nicholas Bauman Senior Art Director: Christian Chico Executive Design Director: Dino Sanchez Design Director: Nate Moore Senior Designer: Albie Eloy Junior Designer: Claire Jardin Copywriter: Rob Mellinger Performance Group Producer: Susan Teplinsky Chief Creation Officer: Sally-Ann Dale Director of Film Production: Jesse Brihn Executive Producer, Film: Tricia Lentini Himot Producer, Film: Forrest Holt Associate Producer, Film: Holly Schussler Associate Producer, Film: Essowe Tchalim Business Affairs Manager: Abigail Press Talent Manager: Michelle Cramer Traffic Manager: Wendy Kaplan Co-Director of Interactive: Tasha Cronin Executive Producer, Experiential: Ryan McGrath Senior Producer, Interactive: Andrew Puzzuoli Producer, Media: Aaron Matys Producer, Print: Rose Mahan Global Chief Strategy Officer: Jonny Bauer Group Strategy Director: Ben Brown Strategy Director: Ryan McDaid Strategist: Alex Cohen Head of Communications Strategy: Dean Challis Communications Strategy Director: Elizabeth Hartley Senior Communications Strategist: Parks Middleton Chief Intelligence Officer: Amy Avery Data Strategy Director: Ryan Miller Data Strategist: Robert Cohen Group Account Director: Lauren LaValle Account Director: Lauren Tomlinson Account Manager: Giovanna Saffos Associate Account Manager: Janelle Whitehurst Senior Project Manager: Ashlee Cain Client: IHOP Chief Marketing Officer: Brad Haley Executive Director, Consumer Marketing: Michael McCarthy Senior Analyst, Marketing: Amanda Tostado Manager, Social and Digital Media: Catherine Dam Fall Pancakes Production Company: Woodshop Director: Trevor Shepard Executive Producer: Sam Swisher Producer: Ursula Camack iHops Production Company: Second Child Director: Paul McGeiver Editor: Laura Bermudez Motion Designer: Carly Gussert Assistant Editor: Martin Keating Executive Producer: Scott Chinn Producer: Kim Santella Post Producer: Sara Mills Fall Pancake Postproduction: Cut & Run Editor: James Donahue Managing Director: Lauren Hertzberg Senior Producer: Marcia Wigley Music: Butter CEO/CCO: Andrew Sherman EP: Ian Jefferies Producer: Kristin Kuraishi Freelance Composer: Vlad Berkhemer Fall Pancakes Finishing: Woodshop Head of Postproduction: Paul Winze Executive Producer: Sam Swisher Fall Pancakes Telecine: Co3 Colorist: Jaime O’Bradovich Vice President: Ashley McKim Senior Producer: Kate Aspell iHops Pancakes Telecine: Nice Shoes Colorist: Lenny Mastrandra Executive Producer: Angela Bowen Associate Producer: Elizabeth Mitchell Fall Pancakes Sound: Sonic Union Audio Mixer: Owen Shearer Producer: Carolyn Mandlavitz iHops Sound: Second Child Audio Mixer: Jesse Peterson Product Development Partner: Keegan Ales Tommy Keegan, Owner and Brewmaster Patrick Sylvester, Head Brewer Kevin Van Blarcum, Brewer Shawn Haran, Production Assistant Stella Russo, Brewery Representative / Sales

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IHOP Created a Pumpkin Pancake Beer, Literally Infused With Buttermilk Pancake Mix

But don't look for it in your local restaurant

Doug Zanger

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