BrewDog has launched a new range of rubs, sauces, seasonings, relishes, and a wings batter mix, with flavour profiles drawn from its Punk IPA, Hazy Jane, Lost Lager, Wingman, Black Heart and Elvis Juice beers.
Launching this week, the BrewDog Kitchen range will initially be available in Tesco stores, with further grocery listings planned in the coming months. It will also be sold on BrewDog.com and in BrewDog bars.
Lauren Carrol, Chief Operating Officer at BrewDog, commented: “The move has come from years of research where we identified a clear appeal for shoppers to match their in-bar experience within their own homes. When asked what they wanted to see next from BrewDog in grocery, our shoppers highlighted table sauces, relishes and marinades as the most wanted and we always aim to deliver.
“With 71% of meal occasions eaten at home and 50% using condiments and table sauces 2-3 times per week, it’s hardly a secret that beer and food together is one of life’s greatest pleasures. With BrewDog Kitchen, we’re just taking it a step further – distilling the essence of what makes our beers so delicious and designing a range of accompaniments to home-cooked dishes to sprinkle (or pour) a bit of magic into any meal.
“The launch also presents an opportunity to align both sides of our business. Our research showed that 40% of people have visited a restaurant after trying a retail product and 28% have bought a retail product after trying it in a restaurant, so by having the product range available in grocery outlets as well as in our bars, we’re hoping to grow brand awareness and encourage people to explore parts of our brand that they may not have previously experienced.
“We’ve been working really hard with All About Food and collaborating with our BrewDog bar teams to emulate the next-level beer-pairing food menu we’ve honed over the past decade, so we couldn’t be more excited to launch BrewDog Kitchen. And there’s no need for guesswork. We’ve stamped the ideal beer onto every pack, so slam-dunk pairings are guaranteed.”
The launch will be supported by BrewDog-branded in-store POS, with further activity on digital platforms and via media and influencers.
