NEW YORK — As Guinness gears up to celebrate St. Paddy’s Day all month long, PopUp Bagels is joining the occasion by bringing some familiar boozy notes to its menu for a limited time.
The bagel chain is working in tandem with the Irish beer brand on a Chocolate Stout Cake Schmear, infusing cream cheese schmear with Guinness Draught and pulling flavor inspiration from Guinness Chocolate Cake.
The limited-edition schmear will be available at PopUp Bagels locations nationwide March 12-25. Select shops across the US — Charlotte, NC, Boston, Atlanta and La Jolla, CA — will also offer samples of various Guinness pours.
In addition to these special events, PopUp Bagels is taking its rip-and-dip bagel concept to the Windy City for a March 12-13 pop-up at the Guinness Open Gate Brewery. During the two-day event, people can get a taste of the PopUp Bagels and Guinness collaboration and partake in giveaways, listen to music and drink tiny pints of the dark stout.
This partnership is a natural step in how each brand connects to its respective customer base. In years past, Guinness has worked with bakery brands such as Levain Bakery, and PopUp Bagels’ previous partnerships span the food and beverage space, including collaborative schmears with Mike’s Hot Honey, Cheez-It and Grillo’s Pickles.
