Scottish Brewer, BrewDog is throwing its support behind the convenience channel and looking to change purchasing behaviour, with the launch of its carbon-neutral, new recipe Lost Lager. 

After consulting with consumers on preferred formats[1], this ‘planet first’, German-style Pilsner will be available in a 660ml glass bottle, 4 x 440ml and 10 x 440ml can multipacks through wholesale channels from mid-April.

Brewed using wind power, a third less water and would-be waste bread in the malt bill, the new 4.5% lager is made using Select, Spalter and Saphir hops, which combine vibrant citrus and herbal notes to deliver an iconic taste that is both crisp and refreshing. What’s more, with every multi-pack of Lost Lager sold, BrewDog will plant a tree in its ‘Lost Forest’ as part of a ‘Buy one, get one tree’ initiative.

Alex Dullard, Head of Customer Marketing at BrewDog, comments: “Sustainability is becoming a crucial priority to shoppers. However, despite 92% of people wanting to live a sustainable lifestyle, only 16% are actively changing behaviour[2]. It is therefore the responsibility of brands, like BrewDog, to help consumers act more sustainably.

“With 40% of the population drinking once a month or more[3] and 70% more likely to purchase a beer made in a sustainable way[4] there is the prospect that a sustainable beer offering will not only drive existing frequency but could also potentially grow overall penetration – this is a huge opportunity. We believe Lost Lager can help to not only grow the category, but also help consumers be more considered about their purchases.

“We also know that craft lager hugely over indexes with first time craft buyers[5], indicating that Lost Lager is the perfect introductory SKU to help customers broaden their craft beer repertoire.”

Supported by an overall £6m investment, the launch will benefit from a £2.5m ATL campaign kicking off in April, comprising of online, social and OOH activity, as well as product giveaways and the launch of the brand’s 12,000+ hectre Lost Forest, in Scotland – announced earlier this year.

BrewDog plans to turn it’s Lost Forest into a micro-nation, by dividing the land into 5million x 3mpatches, that citizens can own outright, simply by committing to a sustainability pledge.

The aim is to prompt people to think more conscientiously about their purchase and lifestyle decisions and is being promoted through an interactive Lost Forest website, as well as PR and influencer activity where consumers will be encouraged to – Drink Beer, Plant Trees.

RRP: 660ml glass bottle – £2.20, 4 x 440ml can – £5.00, 10 x 440ml can – £12.00

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