Getting lost with lager

BREWDOG plans to launch a new lager into the convenience channel this month, with sustainability at its heart.

Lost Lager is made using a carbon-neutral recipe, as part of Brewdog’s wider climate change strategy.

The new brew is a German-style Pilsner and will be available in a 660ml glass bottle, 4x440ml and 10x440ml can multipacks through wholesale channels from mid-April.

Support for the Lost Lager launch comes in the shape of a £2.5 million campaign kicking off this month and comprising online, social media and outdoor advertising activity, as well as product giveaways.