--- title: L’Eggo my… booze in a jar? - The Hustle description: Kellogg’s latest brand partnership is one part gross and one part genius. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/858195133-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Eggo_20230822212534.webp --- # L’Eggo my… booze in a jar? ![Sara Friedman](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Sara Friedman](https://hs-sbup.thehustle.co/author/sara-friedman) [Sara Friedman Twitter profile ](https://twitter.com/sarafriedmannn) Published: August 23, 2023 Updated: October 11, 2023 That’s not how we remember the Eggo slogan going — and for good reason. ![Eggo Brunch in a Jar Sippin’ Cream](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/858195133-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Eggo_20230822212534.webp?width=595&height=400&name=858195133-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Eggo_20230822212534.webp) The Kellogg-owned brand, in partnership with Sugarlands Distilling Co., just released a boozy [collaboration](https://www.foodandwine.com/eggo-brunch-in-a-jar-sipping-cream-7644360). (We feel obligated to warn you that things are about to get weird.) Inspired — we imagine — by what would happen if you dumped your breakfast plate into a blender and added a shot, Eggo Brunch in a Jar Sippin’ Cream is exactly what it sounds like: - The creamy liqueur blends waffle flavors with those of maple syrup, butter… and bacon. - Definitely not for kids, the concoction is 20% alcohol by volume. #### **Why, God, why?** Fair question. This is the second collaboration between the Tennessee distillery and Eggo. The brands debuted [Eggo Nog](https://www.foodandwine.com/news/eggo-nog-waffle-rum-drink) last fall, just in time for Santa to say, “WTF?!” under the Christmas tree. Joe Beauprez, Kellogg’s senior director of marketing for frozen foods, [says](https://newsroom.kelloggcompany.com/2023-08-15-EGGO-R-COLLABS-WITH-SUGARLANDS-DISTILLING-CO-TO-LAUNCH-BRUNCH-IN-A-JAR,-A-DELICIOUS-LIQUEUR-MADE-TO-PUNCH-UP-BRUNCH) the spiked cream is aimed at parents looking to unwind (while the children, presumably, eat waffles). #### **It’s not the first weird brand collab…** … and [won’t be the last](https://thehustle.co/a-pop-tarts-and-crocs-partnership-exists-because-we-re-all-total-suckers/). Mac and cheese [ice cream](https://vanleeuwenicecream.com/product/kraft-mac-and-cheese/), Cheetos [crop tops](https://www.teenvogue.com/story/forever21-flamin-hot-cheetos-collection), and iced tea [sneakers](https://hypebeast.com/2021/1/adidas-arizona-iced-tea-superstar-pack-info) have bravely paved the way for unlikely partnerships. Just this week, Hailey Bieber’s Rhode Skin announced it’s [launching](https://wwd.com/pop-culture/celebrity-news/krispy-kreme-strawberry-glaze-rhode-skin-1235774673/) a lip treatment with none other than Krispy Kreme. So run, don’t walk, because [tomorrow](https://nationaltoday.com/national-waffle-day/) is National Waffle Day, and you can’t be the only loser without boozy brunch in a jar. Topics: [Food](https://hs-sbup.thehustle.co/tag/food) ## Follow us on social media prev next - ![Holy smokes, there may actually be a limit to Texans’ love of barbecue](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1244337807-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Texas-BBQ_20230928210924.webp) ### Holy smokes, there may actually be a limit to Texans’ love of barbecue - ![Think your industry is weird? Get a load of the beaded ice cream business](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/908447747-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-dippindots_20231002233115.webp) ### Think your industry is weird? Get a load of the beaded ice cream business - ![When did the packaged food aisle get so cool?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2070592382-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Packaging_20231003215516.webp) ### When did the packaged food aisle get so cool? - ![The cereal industry’s forecast has no added sugar](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/258270469-19-News-Brief_2023-09-24T200813.124Z.webp) ### The cereal industry’s forecast has no added sugar - ![One chip, several problems](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/161461033-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-paqui_20230914213352.webp) ### One chip, several problems - ![The shroom boom is coming to the candy aisle](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1460885417-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Mushrooms_20230816224353-1.webp) ### The shroom boom is coming to the candy aisle - ![A Pop-Tarts and Crocs partnership exists because we’re all total suckers](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1897903693-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-croc-tarts_20230814231514.webp) ### A Pop-Tarts and Crocs partnership exists because we’re all total suckers - ![Investors in search of greener pastures look to lab-grown meat](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/62473941-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Beyond_Meat_stock_20230806234941.webp) ### Investors in search of greener pastures look to lab-grown meat - ![Hot dogs are making their stand](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/765967681-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-hot_dog_20230711001828.webp) ### Hot dogs are making their stand - ![Holy cow, we’re eating a lot of chicken](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/458357979-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Chicken-vs-Beef-v1_20230706225246.webp) ### Holy cow, we’re eating a lot of chicken Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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Signup for a free account Close modal ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Sara Friedman", "url" : "https://hs-sbup.thehustle.co/news/author/sara-friedman" }, "datePublished" : "2023-08-23T23:05:54.000Z", "headline" : "L’Eggo my… booze in a jar?", "image" : [ "https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/858195133-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Eggo_20230822212534.webp" ], "mainEntityOfPage" : { "@id" : "https://hs-sbup.thehustle.co/news/l-eggo-my-booze-in-a-jar", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ``` ```json { "@context" : "https://schema.org", "@id" : "#article", "@type" : "NewsArticle", "author" : { "@type" : "Person", "name" : "Sara Friedman", "url" : "https://hs-sbup.thehustle.co/author/sara-friedman" }, "dateModified" : "2023-10-11T19:13:18+0000", "datePublished" : "2023-08-23T23:05:54+0000", "headline" : "L’Eggo my… booze in a jar?", "image" : [ "https://7355427.fs1.hubspotusercontent-na1.net/hubfs/7355427/The%20Hustle%20News/Assets/Images/858195133-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Eggo_20230822212534.webp" ], "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 112, "url" : "https://fs.hubspotusercontent00.net/hubfs/53/assets/hubspot.com/web-team/WBZ/Blog%202021/Images/Logos/HubSpot%20Logo%20112X112.svg", "width" : 112 }, "name" : "HubSpot", "sameAs" : [ "https://www.facebook.com/hubspot", "https://twitter.com/hubspot" ], "url" : "https://www.hubspot.com" }, "speakable" : { "@type" : "SpeakableSpecification", "xPath" : [ "//title", "/html/head/meta[@name='description']/@content" ] } } ```