Beer Nuts All Day, Everyday

The story of Beer Nuts goes all the way back to 1937, when father-and-son tandem Edward and Arlo Shirk bought the Caramel Crisp Shop, manufacturer of caramel apples, caramel corn, and orange drinks, in Bloomingdale, Illinois. But it was not until 1953 when the Shirks came up with Beer Nuts. Russell Shirk, another son of Edward, produced a bag of Redskins, named it Shirk’s Glazed Peanuts, and sold them in a liquor store.  It was re-branded to Beer Nuts three years later. It was Russell who personally managed the production of the Redskins, ensuring that they were prepared only with the finest ingredients.

This meticulousness paid off later on, as Beer Nuts became a household name in America. There was even a story (albeit unconfirmed) that when President Nixon paid Communist China a visit, he gave Beer Nuts to state leader Mao Zedong as a token. Whether this story is true, there is no denying that Beer Nuts was a staple in the American household. The popularity of Beer Nuts rose along with new trends, such as Nintendo and the rise of television viewing. Entertainment and snacking on Beer Nuts seemingly became synonymous over the years.

Beer Nuts widened its offerings, with the introduction of Almonds in 1988, Bar Mix in 2002, and the original variety with chocolate gems and yogurt raisins in 2008.

What’s the secret behind the success of this “slightly sweet, lightly salted” snack? It’s all about making it a part of daily life. Beer Nuts branding and promotion was so strong, from Beer Nuts apparel (e.g. mugs, shirts, etc.), which had a separate merchandise catalogue, to the Beer Nut of the Month Club. Beer Nuts products are easily accessible, from convenience stores to local pubs. Plus, it was branded in such a way that every possible activity goes with the consumption of Beer Nuts.

Beer Nuts, however simple a product it is, rose to success because of spectacular branding. “"They're blue-collar, everyday snacks people can relate to. Planters Peanuts just doesn't have that connotation,” according to Jim Tipton, the manager of marketing communications of Beer Nuts.