Craft beer brand BrewDog is expanding into the soft drinks market with the launch of its own range called P.O.P Soda.
Standing for Planet Over Profit Soda, the new range will launch exclusively in Tesco this month in single and multipack formats. All profits generated from the drink will be donated to climate change initiatives.
BrewDog stated that P.O.P Soda aims to appeal to consumers who are either adopting a teetotal lifestyle or wishing to moderate their drink intake.
The range comprises four varieties to “challenge the traditional and bland flavours currently available on shelf”. These are Dark Cherry, Jagged Grapefruit. Citizen Cola, and Hazy Lemon (RRP £4 for a pack of six 330ml cans).
Lauren Carrol, Brand & Marketing Director at BrewDog, said: “Our mission has always been to rewrite outdated old world thinking with bold new world behaviours. So, just like we revolutionised craft beer with our Punk IPA, we want to do the same for the world of soft drinks.
“P.O.P Soda is more than just a pop drink. We’re giving everyone the chance to contribute to the fight against climate change by simply picking up a can of P.O.P Soda and collectively taking action to stop the climate crisis.”
The launch will be supported by a marketing campaign, including digital, social media, PR, and in-store PoS.
NAM Implications:
- The key advantage is starting with an eco-proposition.
- i.e. no history in soft drinks that are less planet-caring…
- But also a potential downside in competing in a sub-category…
- …they will find is a lot different to marketing alcohol.
