Craft brewer brings a piney pale to the shelves
SCOTTISH craft beer brand BrewDog has launched an exclusive new beer in partnership with UK symbol group Spar UK.
On shelf from 26 September, the new Sprucy Lucy brew offers Spar shoppers a unique option in the craft beer market with a 4.5% ABV West Coast Session Pale, complete with piney notes.
Lauren Carroll, chief marketing officer at BrewDog, said: “This exclusive launch brings together two iconic brands in BrewDog and Spar, because we believe we are better together.
“We were honoured to collaborate with Spar on this unique beer, tapping into the growing impulse channel and highlighting the brand’s heritage by featuring its familiar Pine symbol on the synonymous green, red and white can.
“This is a truly spruced up session pale, using no fewer than seven different hops, where many beers use just three of four, to ensure it is bursting with flavour.”
Available in a four 330ml can multipack, the new Sprucy Lucy brew will retail at £6.49 and is set to be promoted across in-store shopper marketing across both BrewDog and Spar’s social and digital channels.
The new cans match the symbol group’s colour scheme to drive home this unique partnership, complete with the Spar logo on cans as well helping to make this a truly unique launch for Spar stores.
David Cooke, group commercial director at AF Blakemore – the wholesaler behind Spar stores in England, said: “This partnership goes beyond a simple co-branded product. It brings to life the core of the Spar brand.
“Many people are unaware that Spar was founded in the Netherlands in 1932, and the name was originally De Spar, an acronym for ‘Door Eendrachtig Samenwerken Profiteren Allen Regelmatig,’ which translates as ‘Everyone benefits from joint collaboration. So the ethos of collaboration is in our DNA.
“De Spar is also Dutch for The Spruce, the origins of the Spar logo and the inspiration for Sprucy Lucy, not only through the pack design but more importantly by making the beer with seven hops, our customers will taste a delicious beer that has piney and resinous notes.”
