Tapping into the evolving fruit beer trend, BrewDog has collaborated with Co-op and Booker to introduce two new fruity beers, exclusively to the convenience channel.
Fruit Burst IPA (4.4% ABV), a modern pale ale with tropical, passionfruit and berry notes, is available exclusively to the Co-op.
Additionally, launching this week exclusively to Booker, Orange Crush (4.3% ABV) is an IPA with tangy citrus aromas alongside zesty orange peel and notes of sherbet.
Hannah Corker, Head of Customer Marketing at BrewDog, commented: “Following a successful collaboration with Spar in 2024, which saw the creation of exclusive brew, Sprucy Lucy, 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.
“Both Fruit Burst and Orange Crush have been developed in partnership with Co-op and Booker, to ensure that the flavour and quality meet both theirs and BrewDog’s exacting standards, as well as appealing directly to their specific customer base.
“Shopper data shows that fruit beers over-index in the summer periods as shoppers look for light, refreshing fruity flavours, so we are expecting both launches to be hugely popular with shoppers this summer, as they explore the beer aisle in search of something they can’t get anywhere else.”
Both Fruit Burst (RSP: £6, down to £5.50 on promo) and Orange Crush (RSP: £7.49, down to £5.99 on promo) are available in 4 x 330ml can multipacks.
