This summer, BrewDog is cooling down the beer aisle with the launch of new Cold Beer (3.4% ABV). Recognising the growing requirement for low ABV beer, as consumers continue to moderate, the new product launches with The Tesco Group from April.
A 3.4% ABV Crisp, Cold, Lager, Cold Beer uses historic brewing techniques from the Kolsch style, fermenting the beer with an ale yeast but at the lower lager temperature, hence the term ‘Cold Beer’. This process adds additional flavour from the ale yeast to the beer, delivering a higher quality tasting product whilst being able to deliver a more sessionable strength brew.
Lauren Carrol, Chief Marketing Officer, at BrewDog PLC, comments: “As shoppers continue to monitor their alcohol consumption, we have identified a need for a low abv beer, that not only delivers a more sessionable pint, but with quality our number one priority, also provides the great taste that BrewDog is known for and a liquid that we can be proud of.
“Additionally, with consumers spending 18% more on FMCG items vs 2021[1], it is no surprise that price is a key factor driving store choice[2] and promotional spend is at its highest level for four years[3], as they continue to feel the financial pressure and look for options to reduce the cost of their grocery shop. Offering lower-abv products that meet the government’s new duty level is just one way to deliver value back to shoppers who still want to participate but are cash conscious.
“Often this means taste is compromised, but we believe in providing value for money and it is therefore the responsibility of suppliers to offer customers and consumers great quality products, something we pride ourselves on at BrewDog, and believe we have delivered again through the launch of Cold Beer.”
Available in Booker in 10 x 440ml (RSP £9.00, launching at £7.99 in NP3).
[1] NIQ UK ScanTrack | Total Coverage | Incl Discounters|FMCG (excl Tobacco and non-food) Price per item %change Latest 52 weeks to 30 December 2023
[2] UK State of the Nation Jan 24
[3] NIQ Homescan FMCG Multiples (including Discounters)
Comments are closed.