Aldi has revealed that it will be stocking ALD IPA, a beer born out of Twitter banter between the craft brewer BrewDog and the supermarket chain.
The eponymous beer was first created as a joke tweet after shoppers commented on the resemblance between Aldi’s Anti-Establishment beer and BrewDog’s popular Punk IPA.
BrewDog initially suggested it would create ‘Yaldi IPA’ in a mocking social media post. However, the supermarket, which is known for its ‘Like brands’ approach, responded with: ‘We would have gone with ALD IPA, send us a crate and we’ll talk…’
The crate must have done the trick, because just two months on, what started as a spoof brand will now be sold exclusively in Aldi stores.
The ALD IPA will be available as a Specialbuy from tomorrow and is BrewDog’s first exclusive creation for a supermarket. A 4.7% session IPA, it is based on BrewDog’s Hop Fiction recipe and will cost just £1.39 per can.
Graham Nicolson, Group Buying Director Aldi Scotland, said: “We couldn’t resist stocking ALD IPA, which supports our mission to work with the UK’s best independent suppliers. Plus, with customer enquiries through the roof after the conversation broke on Twitter – it really was a no brainer to give our shoppers what they want.”
James Watt, the co-founder of BrewDog, added: “ALD IPA has been one of our favourite collaborations to date, it’s definitely one no one saw coming! From a mockup on Twitter, to being stocked at Aldi stores across the UK, the response has been incredible.”
For every case of ALD IPA sold, Aldi and BrewDog will each donate a tree to be planted in the BrewDog Forest located in the Scottish highlands. The brewer announced earlier this year that it is now a ‘carbon negative’ business as it takes twice as much carbon out of the air as it emits.
NAM Implications:
- Every little helps…
- And why not convert ‘tongue-in-cheek’ to…
- …‘sticking-tongue-out’ at the rest of the market?
- Watch this space…
