MCCLEAN, VA – Sibling QSRs Carl's Jr. and Hardee's are rolling out the Redhook Beer-Battered Cod Fish Sandwich this week, made with Redhook's ESB (Extra Special Bitter) ale, USA Today reports.

The move by the QSRs, “just in time for Lent, when some Christians observe meatless days – comes at a time of wild popularity for craft beers in general, and the growing culinary use of those beers by chefs,” writes the news source.

While many QSRs focus their menus on families with young kids, Carl’s and Hardee’s aren’t hesitant to market food made with alcohol to their target audience: young men. Brad Haley, chief marketing officer at Carl's and Hardee's, told the news source that the alcohol cooks off completely from the batter, but the taste of the beer flavor remains intact.

Carl's Jr. and Hardee's were among the first fast-food chains to feature alcohol in their recipes, such as the limited-time Jim Beam Bourbon Burger in March 2013. Haley commented that the chains are trying to stay ahead of the competition.

"Our approach to fast food is to try to find menu items that are most commonly found upstream, in casual dining or fine dining, and make them available to fast-food consumers for first time," he told USA Today.

Haley added that tests of the Redhook Beer-Battered fish sandwich last winter were successful, selling almost as well as many burgers.

Both QSRs will also offer Redhook Beer-Battered Cod Fish Tacos in their dual-branded Carl’s Jr./Green Burrito restaurants and Hardee’s/Red Burrito restaurants. The tacos feature Redhook beer-battered cod topped with a spicy Santa Fe sauce, shredded jack and cheddar cheeses, lettuce and salsa wrapped in a soft tortilla.