BrewDog is set to cool down the beer aisle this summer with the launch of a new low-ABV Cold Beer.
The 3.4% ABV Cold Beer is a crisp, cold lager, using 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.
Recognising the growing requirement for low ABV beer, as consumers continue to moderate, the new product launches with The Tesco Group from April. It will be available in Booker in 10 x 440ml (RSP £9.00, launching at £7.99 in NP3).
Lauren Carrol, Chief Marketing Officer at BrewDog, said: “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.”
Carrol added: “Additionally, with consumers spending 18% more on FMCG items vs 2021, it is no surprise that price is a key factor driving store choice and promotional spend is at its highest level for four years, 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.”
NAM Implications:
- Acknowledging the growing requirement for low ABV beer…
- This new Brewdog variant appears to tick all the boxes re the New Norm
- Time for a tweak of the category?
