BrewDog unveils Booker and Co-op exclusive beers
CRAFT brewer BrewDog is set to tap into the demand for some fruity beers with the launch of two new beers exclusive to the convenience channel.
As part of collaborations with Booker and Co-op stores, the two new fruity beers aim to make the most out of the the popularity of craft beers in the convenience channel.
First up, and exclusive to the Co-op Group, is the new BrewDog Fruit Burst. A session-able modern pale ale that it bursting with tropical, passionfruit and berry notes, this new beer has been crafted using bold hops to provide a balanced and accessible option for the off-trade.
Available in packs of four 330ml cans, Fruit Burst comes with an RRP of £6, down to £5.50 on promotion.
Additionally launching from the brewer is the new BrewDog Orange Crush variant. Exclusive to Booker wholesale, this is a freshly peeled IPA with citrus aromas alongside zesty orange peel and notes of sherbet.
Again, the Orange Crush variant comes in a four pack of 330ml cans with an RRP of £7.49 that goes down to £5.99 on promotion.
Hannah Corker, head of customer marketing at BrewDog, said: “Following a successful collaboration with Spar in 2024, which saw the creation of exclusive brew Sprucy Lucy, we recognise the importance of working closely with our customers in this channel to help develop exclusive products that can help their stores differentiate from the grocery channel.
“Both Fruit Burst and Orange Crush have been developed in partnership with Co-op and Booker, to ensure that the flavour and quality met both theirs and BrewDog’s exacting standards and as well as appealing directly to their specific customer base.
“Shopper data shows that fruit beers over index in the summer periods as shoppers look for light refreshing fruity flavours, so we are expecting both launches to be hugely popular with shopper this summer, as they explore the beer aisle in search of something they can’t get anywhere else.”
