Extending price-marked range in a larger format
CRAFT beer producer BrewDog has unveiled its new pint can format as part of an extension of its price-marked pack (PMP) range.
Following up on its first ever price-marked four pack for Punk IPA, which hit shelves last year, BrewDog has introduced a new pint can format for its Cold Beer and Lost Lager variants.
The Cold Beer pint can four pack comes with an on-pack price of £5.49 for four 568ml cans at 3.4% ABV, providing an option for consumers seeking a lower alcohol option in a larger can format in the beer category.
Meanwhile, BrewDog Lost Lager’s four pack of pint cans is available in a price-marked £7.25 format and will hit shelves in March, following an exclusive stint across Booker depots until 3 March.
The four pack pint can format has remained a top-selling format for lager buyers in the convenience channel, according to Circana data, with sales growing at 9.4% across the channel.
Jonny Leece, impulse sales director at BrewDog, said: “Lager is a key focus across the impulse channel, so to win in this category, it is important that we show up with the right pack size and format to meet shopper need states.
“With our lager brands available in most top formats, the Pint Can was currently a gap in our portfolio and an area where we see an opportunity to appeal to a wider shopper base.
“With PMP accounting for 55% of 4-pack sales in impulse, it made sense to launch these new packs as an extension of our PMP offering, to help offer value to the end consumer, whilst also delivering stability for retailers with a consistent price across the channel.
“Since its launch in 2024, Cold Beer has driven our lager volume growth to outperform total lager and helped to establish BrewDog within the crowded lager category, with a strong ABV and price proposition that appeals to the impulse shopper.
“We hope that this will continue as we deliver the fan favourite, alongside Lost Lager in a format that meets demand and a price that delivers value to the shopper whilst also maintaining a consistent margin for retailers.”
