BrewDog’s recently launched stout will be available in the convenience channel.
Black Heart (ABV 4.1%) is available in single 440ml, 4 x 440ml and 10 x 440ml can multi-packs exclusively with Booker from 24 April.
The stout category is currently worth £150m in the off trade with 93% of sales coming from Guinness – BrewDog believes it is well placed to reinvigorate this category, opening it up to a younger and more premium shopper, driving penetration and additional sales.
Black Heart will also be the first stout, other than Guinness, to feature an in-can widget, to provide shoppers with a draught experience to enjoy at home.
BrewDog has also developed a range of iconic and disruptive awareness-driving in-store assets and POS, to support the launch.
Alex Dullard, head of customer marketing at BrewDog PLC, said: “We believe drinking beer is about discovery and experimentation, with a mountain of different types and styles available. However, when it comes to stout, there really is only one choice on shelf currently, that delivers a true draught experience.
“As the experts in taste and quality, we have worked with our brewers to develop a classic draught stout, brewed in and for this century, that can be offered to those looking to try something new. Consumer testing and insight indicates Black Heart has the potential to drive further growth into the category and deliver profit for our customers, by attracting younger more affluent consumers that have all but given up on the chance of an alternative to the category leader.”