Almost 50 years ago, QuickTrip launched their own house beer that died out in the 90’s. Now it’s back and expanding.
There’s a certain magic that happens when nostalgia meets craft beer, and QuikTrip is banking on that alchemy with the revival of Quittin’ Time Premium Beer—a house brand that hit shelves in 1977 and has been dormant for nearly four decades.
The relaunch, which kicked off in January 2025 at QuikTrip locations across Oklahoma, represents more than just another craft beer hitting the market. It’s the resurrection of a cultural touchstone for a generation of Oklahomans who cracked open a cold QT beer at the end of a shift.
A Name Born from a Casual Goodbye
The origin story of Quittin’ Time reads like something out of Mad Men. In 1977, QuikTrip’s Vice President of Marketing, Wyatt Phillips, was finishing up at office when co-founder and CEO Chester Cadieux walked past. Phillips as the story goes, would wave and say, “It’s quittin’ time.”
That exchange named their proprietary beer, and fit so well with grabbing a cold one at the end of workday.
The original Quittin’ Time was contract brewed by Pearl Brewing in San Antonio, Texas, and was available through the late 1970s and into the mid-1980s before being discontinued sometime in the early 1990s. Advertising drove the product, a regional favorite before the craft beer boom, but as those costs skyrocketed with modern media, the beer was discontinued.
Marshall Brewing revives the past
For the modern revival, QuikTrip turned to Tulsa’s Marshall Brewing Company. Founded by Wes Marshall, the brewery has become a cornerstone of Tulsa’s beer scene and was a perfect choice to reimagine Quittin’ Time for today’s craft beer heavy palate.
The collaboration wasn’t about simply recreating the original recipe—it was about capturing the spirit of what Quittin’ Time represented while meeting the expectations of modern craft beer enthusiasts.
A Beer for Every Day
The new Quittin’ Time Premium Beer is crafted as an American Lager, with all the usual descriptions – light, crisp, and refreshing, etc. It’s a drinking beer plain and simple. No need to overthink it.
Launch and Expansion
Quittin Time beer officially relaunched in Oklahoma in January in Marshall Brewing’s taproom in Tulsa. For the first few months it was only available in Oklahoma but ever so quietly, the beer has been showing up in more states, like Kansas and now Georgia. Quiktrip operates in 19 states with more than 1000 stores, so Marshall better get brewing.
For Oklahomans who remember the original, it’s a chance to reconnect with a piece of their past. For younger drinkers, you can throwback a can of beer history.
Style: American Lager
Availability: 12oz Cans/ 6-packs. $9.99
Re-Launch: January 2025
4.3% ABV
