Costco has delighted fans with its latest Kirkland product and they're flying off the shelves.
The warehouse retailer is known for delivering value to its members with its much-loved own-brand products.
Now the $13.99 Kirkland 12-pack of Helles-Style Lager is the latest item fans are raving about.
Made by the Deschutes Brewery in Bend, Oregon the German-style lager was released exclusively in Costco in November.
'It's incredible, the cost-to-value is insane on this beer,' Costco shopper Taylor Vavra told the Wall Street Journal.
Costco's previous attempts at delivering a low-cost own brand beer never 'quite hit the mark' Russ York, Costco's corporate buyer for wine, beer and spirits admitted to the publication.
The latest beer is the product of a new partnership with Deschutes that began last year.
'We wanted to show everybody that Kirkland can do beer just as well as wine and spirits,' York said.
Costco customers praised the beer on a Reddit thread after a review that called it: 'Exceptionally crisp.'
A shopper added: 'Very crispy, super crushable. Super cool that Deschutes brews this for them. Also, it makes a hell of a michelada.'
The beer is based on a recipe that won a gold medal at 2023's Great American Beer Festival.
It is now sold in every state except Texas, and a new version will be released annually.
'If we tried to tilt this up on our own, it would have taken us 20 years,' Peter Skrbek, CEO of Deschutes said, referring to Costco's unrivalled scale and brand loyalty.
The brewery did get a significant concession from Costco too.
For the first time Costco shared its Kirkland packaging with the brewery, putting its location on the label.
'We thought that the recognition of where it came from would help validate [the beer],' Skrbek said.
Kirkland Signature Coastal Cheddar Cheese recently won gold at the British Cheese Awards.
'With beer, there's a more personal connection to brands,' alcohol brand consultant Dave Williams told the Journal.
Private label partnership can provide 'an affordable option for consumers that may be feeling some economic squeeze,' Williams said.
They can also help breweries that would struggle to release their beers at such a scale on their own.
Other Costco products that have received expert approval include the award-winning Kirkland Signature Coastal Cheddar Cheese.
The 15-month-aged cheese, made at a farm on the UK's Dorset coast, costs just $10 for a two-pound block.
Recently Slice Soda, a lemon-lime soda originally described as 'Pepsi's answer to Sprite' was found on Costco shelves again for the first time in fifteen years.
Despite its enduring popularity Costco lost its crown as the nation's favorite grocery store to southern grocery chain H-E-B.
The Texas-based chain took the top spot in the annual ranking of the 72 largest grocery stores in the US by customer data science company dunnhumby.