BrewDog introduces session-strength Planet Pale
Carbon negative brewer BrewDog has introduced BrewDog Planet Pale.
Available in single 440ml cans (rsp £2.25) and 4 x 330ml cans (rsp £5), the 4.3% abv beer delivers “session-strength fresh grassy hops with subtle tropical tones of pineapple and lime in the background”.
The product replaces BrewDog Pale Ale, with a new recipe and stronger brand proposition, to generate excitement and highlight the brewer’s sustainability credentials.
With craft beer continuing to evolve in the UK, increased penetration presents the biggest opportunity for category growth and pale ale is recognised as a key driver to bring new drinkers into craft, says the company.
Alex Dullard, head of customer marketing at BrewDog, comments: “We want to make great beer that people love, whilst also being great for the planet. Following the relaunch of Lost Lager in the Spring, we established that 70% of beer drinkers are more likely to purchase a beer made in a sustainable way, presenting a huge opportunity to grow frequency and penetration with a planet-friendly beer offering that can be enjoyed responsibly.
“With its sub-5% abv, new BrewDog Planet Pale offers a solution for retailers that balances session-ability with flavour, providing the sweet spot for this style of beer. The redeveloped recipe packs a significant hoppy punch with a balanced malt base, while the name combines our missions for a greener future with our love of great beer. It is a simple nod to our carbon-negative credentials, coupled with the style, and does what it says on the can.”
The launch will be supported by a full marketing roll-out, including digital, social media and in-store PoS, featuring the strapline, ‘Enjoyed Responsibly Worldwide.’
