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BrewDog, Scotland’s largest independent brewery, yesterday announced the launch of its flagship beer, Punk IPA in cans. The 330ml cans will initially be available exclusively from Sainsbury’s nationwide and the supermarket will now also stock the brewer’s popular 5AM Saint amber ale and award-winning 9.2% ABV Hardcore IPA. BrewDog now have 4 beers in 350 Sainsbury’s stores nationwide.
To mark the launch, BrewDog is holding what it calls the first ever ‘crap beer amnesty’, which will allow beer drinkers to swap a can of branded lager for a Punk IPA. The swap will be made at BrewDog’s Aberdeen bar on 18 March. The brewer is also looking for partners to host amnesties in other cities across the UK
James Watt, co-founder of BrewDog commented: “Punk IPA has been our most successful beer so far, and the launch of Punk in cans is a landmark moment for us and for the insurgency of craft beer in the UK drinks market. We want to make everyone as passionate about beer as we are and in addition to the can launch, the fact that Sainsbury’s is now stocking a 9.2% ABV IPA proves that we’re already making great headway. Crap beer’s days are numbered.
“We want the public to realise that the fizzy, yellow so-called ‘beers’ pushed on the unsuspecting public by big breweries should be treated as a crime. The crap beer amnesty is designed to prove to beer drinkers that have previously put up with these tasteless, insipid mainstream lagers that things have changed. The time for revolution is now” .
NamNews - Friday 11th March 2011
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