BrewDog has teamed up with Co-op and Booker to introduce two new fruity beers, exclusively to the convenience channel.
Available now through the Co-op Group, Fruit Burst IPA 4.4% ABV (RRP: £6/4 x 330ml multipack) is a “session-able modern pale ale bursting with tropical, passionfruit and berry notes,” said the beer brand.
Also launching this week exclusively to Booker, Orange Crush 4.3% ABV (RRP: £6/4 x 330ml multipack) offers a “freshly peeled IPA, with tangy citrus aromas tangoing alongside zesty orange peel and notes of sherbet”.
The NPDs follow a “successful collaboration” with Spar last year, which saw the creation of exclusive brew Sprucy Lucy, said Hannah Corker, head of customer marketing at BrewDog.
“We recognise the importance of working closely with our customers in this channel to help develop exclusive products that can help their stores differentiate from the grocery channel.
“Shopper data shows that fruit beers over index in the summer periods as shoppers look for light refreshing fruity flavours[1], so we are expecting both launches to be hugely popular with shopper this summer, as they explore the beer aisle in search of something they can’t get anywhere else.”
No comments yet