Michael Waltrip Brewing Company and Famous Toastery are Joining Forces to Launch a Brand-New Breakfast-Inspired Beer
(Charlotte, NC) Michael Waltrip Brewing Company and Famous Toastery, the North Carolina-based breakfast restaurant chain, have entered a partnership to launch a first-of-its-kind breakfast-inspired beer that compliments the fastest-growing social dining occasion in America, brunch, and can still be enjoyed any time of day or night.
Classic Cinnamon Roll Ale, draws directly from one of Famous Toastery’s most recognized menu items, translating indulgent breakfast flavors into a balanced, approachable beer. The rollout will begin across Famous Toastery locations on July 24 and will also include a limited number of key retailers, bars, and restaurants.
As part of the program, the partnership will extend into a broader lifestyle platform, including branded merchandise and limited-edition collaborations designed to build cultural relevance around the “brunch beer” concept.
“Breakfast and brunch are some of my favorite times to get together with friends and family, and we wanted to create a beer that fits those moments perfectly,” says Michael Waltrip, Founder of Michael Waltrip Brewing Company. “This brew is light, refreshing, and easy to enjoy whether you’re kicking off the day or winding down in the afternoon. At Michael Waltrip Brewing, we’re all about bringing people together, and this is a beer that feels right any time of day.”
Robert Maynard, Founder and CEO at Famous Toastery, says, “Famous Toastery has always owned the brunch experience at a high level. This partnership allows us to extend that leadership beyond the plate and into the glass. We’re not adding a menu item, this is different, we’re helping define a category. That’s where we want to play. This collaboration positions both brands at the forefront of an emerging intersection between food culture and craft beverage innovation, with plans to scale the concept regionally and nationally.”
About Michael Waltrip Brewing Company:
Michael Waltrip Brewing Company was founded in 2020 as a premium beer company that celebrates creating memories with family and friends in the fun-loving style of its founder, the iconic two-time Daytona 500 Champion Michael Waltrip. Since its inception, the company has grown into a multi-faceted lifestyle brand with operations in beer, hospitality, media, live entertainment, and licensed products.
The Michael Waltrip Brewing Co. line up of beers, now distributed in 6 states, include Talladega Light lager and Bristol Sunshine Tangerine Ale.
For more information, visit MichaelWaltripBrewing.com or follow on Facebook @MWBCo and Instagram and Twitter via @WaltripBrewing.
About Famous Toastery:
Famous Toastery is a rapidly growing breakfast, brunch, and lunch concept built on high-quality, Iin house made food and a hospitality-driven experience. Founded in North Carolina, the brand has established itself as a leader in the brunch segment by delivering consistency, strong unit economics, and a premium yet approachable guest experience.
With a mix of corporate and franchised locations, Famous Toastery is expanding strategically across high-growth markets while maintaining disciplined operational standards.
More than a restaurant brand, Famous Toastery is positioning itself to own the brunch occasion, extending beyond food into beverage, lifestyle, and cultural relevance.
Classic Cinnamon Roll Ale, draws directly from one of Famous Toastery’s most recognized menu items, translating indulgent breakfast flavors into a balanced, approachable beer. The rollout will begin across Famous Toastery locations on July 24 and will also include a limited number of key retailers, bars, and restaurants.
As part of the program, the partnership will extend into a broader lifestyle platform, including branded merchandise and limited-edition collaborations designed to build cultural relevance around the “brunch beer” concept.
“Breakfast and brunch are some of my favorite times to get together with friends and family, and we wanted to create a beer that fits those moments perfectly,” says Michael Waltrip, Founder of Michael Waltrip Brewing Company. “This brew is light, refreshing, and easy to enjoy whether you’re kicking off the day or winding down in the afternoon. At Michael Waltrip Brewing, we’re all about bringing people together, and this is a beer that feels right any time of day.”
Robert Maynard, Founder and CEO at Famous Toastery, says, “Famous Toastery has always owned the brunch experience at a high level. This partnership allows us to extend that leadership beyond the plate and into the glass. We’re not adding a menu item, this is different, we’re helping define a category. That’s where we want to play. This collaboration positions both brands at the forefront of an emerging intersection between food culture and craft beverage innovation, with plans to scale the concept regionally and nationally.”
About Michael Waltrip Brewing Company:
Michael Waltrip Brewing Company was founded in 2020 as a premium beer company that celebrates creating memories with family and friends in the fun-loving style of its founder, the iconic two-time Daytona 500 Champion Michael Waltrip. Since its inception, the company has grown into a multi-faceted lifestyle brand with operations in beer, hospitality, media, live entertainment, and licensed products.
The Michael Waltrip Brewing Co. line up of beers, now distributed in 6 states, include Talladega Light lager and Bristol Sunshine Tangerine Ale.
For more information, visit MichaelWaltripBrewing.com or follow on Facebook @MWBCo and Instagram and Twitter via @WaltripBrewing.
About Famous Toastery:
Famous Toastery is a rapidly growing breakfast, brunch, and lunch concept built on high-quality, Iin house made food and a hospitality-driven experience. Founded in North Carolina, the brand has established itself as a leader in the brunch segment by delivering consistency, strong unit economics, and a premium yet approachable guest experience.
With a mix of corporate and franchised locations, Famous Toastery is expanding strategically across high-growth markets while maintaining disciplined operational standards.
More than a restaurant brand, Famous Toastery is positioning itself to own the brunch occasion, extending beyond food into beverage, lifestyle, and cultural relevance.
