BrewDog‘s Black Heart Stout will launch in the convenience channel exclusively through Booker Wholesale, the supplier has announced.
The stout (ABV 4.1%) was originally launched in BrewDog bars in February. It will be available from Booker in 4x440ml multipacks at an RRP of £5.79 from 24 April.
Its launch comes as stout is currently worth £150m in the off-trade, with Guinness accounting for 93% of sales. The supplier believes there is an opportunity to drive incremental growth with a distinctive challenger brand, particularly among younger and premium shoppers.
Like Guinness, BrewDog Black Heart cans will contain a widget to replicate the draught experience in a can.
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Alex Dullard, head of customer marketing at BrewDog, said: “We believe drinking beer is about discovery and experimentation, with a mountain of different types and styles available. However, when it comes to stout, there really is only one choice on shelf currently, that delivers a true draught experience.
“As the experts in taste and quality, we have worked with our brewers to develop a classic draught stout, brewed in and for this century, that can be offered to those looking to try something new. Consumer testing and insight indicates Black Heart has the potential to drive further growth into the category and deliver profit for our customers, by attracting younger more affluent consumers that have all but given up on the chance of an alternative to the category leader.
“And, in typical BrewDog style, we will be supporting the launch with a widespread tongue-in-cheek media campaign, creating noise around Stout and providing some much-needed vibrancy to the category to excite consumers and drive trial.”
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