BrewDog is extending the launch of its Wingman IPA to the convenience channel, following an initial launch in grocery at the end of last year.
The new IPA (4.3% ABV) contains notes of tropical fruits, piney notes and a citrus aroma. It is available as a single 440ml can (RRP: £2.50), a 4x330ml can multipack (RRP: £6.25) and a 12x330ml can multipack (RRP: £16.50).
Its design represents a departure from BrewDog’s established formula, with the Wingman Eagle character prominently displayed to drive standout on-shelf and prompt impulse sales.
Since launching into grocery, Wingman’s four-pack has become the number one in craft beer by rate of sales and it is helping to recruit shoppers into the craft beer category, with 61% of shoppers going on to try craft beer for the first time, following their first Wingman purchase.
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Lauren Carrol, chief marketing officer at BrewDog, said: “We’ve recognised a gap in our portfolio, with Session IPA identified as the most valuable draught craft beer in the on-trade and growing. With its leading position and the highest purchase intent of other craft beer brands, BrewDog is well placed to challenge the category in the off-trade and drive additional value growth.
“We are placing significant investment into the launch and anticipate Wingman will become our biggest launch of the year. Our shoppers love to experiment and try new styles, and with its great tasting liquid, quirky new packs and stand-out marketing activity we are sure Wingman will quickly become a fan favourite.”
The supplier will support the expansion with a £3m campaign including city-centre sampling, outdoor advertising and social media.
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