Scottish craft beer brand launches a lower ABV beer offer
SCOTTISH craft beer brand BrewDog is set to cool down the beer aisle for this summer with the launch if its lower ABV brew Cold Beer.
Responding to the demand for lower alcohol options from across the off-trade, the new 3.4% Cold Beer Lager has launched across The Tesco Group.
The new Cold Beer is available in Booker depots now in a 10-pack of 440ml cans with an RSP of £9.00.
The new launch uses historic Kolsch brewing style which fermets the beer with an ale yeast but at the lower temperature required for lager producing, hence the name Cold Beer.
BrewDog said this process will help to add additional flavour to the new brew and deliver on a higher-quality tasting product at a lower ABV to suit consumer demands.
Lauren Carrol, chief marketing officer at BrewDog PLC, said: “As shoppers continue to monitor their alcohol consumption, we have identified a need for 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 we can be proud of.
“Additionally, with consumers spending 18% more on FMCG items compared to 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.
“Often this means taste is compromised, but we believe in providing value for money and it is therefore the responsibility of suppliers to offer customers and consumers great quality products, something we pride ourselves on at BrewDog, and believe we have delivered again through the launch of Cold Beer.”
