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

But don't look for it in your local restaurant

The IHOPS brew will be available at events and a few pubs in the New York area for a limited time. IHOP
Headshot of Doug Zanger

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.

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.

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

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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.