BrewDog is looking to nudge consumers towards more environmentally friendly products with the launch of carbon-neutral Lost Lager (ABV 4.5%) into the convenience channel.
The German-style pilsner will be available in 660ml glass bottles (RSP £2.20), 4 x 440ml cans (RSP £5) and 10 x 440ml can multipacks (RSP £12) from wholesalers from mid-April.
Supported by an overall £6m investment, the launch will benefit from a £2.5m marketing campaign kicking off in April, comprising of online, social and out-of-home activity, as well as product giveaways.
The brand has also launched a 12,000+ hectare ‘Lost Forest’ where it will plant a tree for every multipack of Lost it sells, as part of a ‘Buy one, get one tree’ initiative.
BrewDog ultimately plans to turn its Lost Forest into a micro-nation, by dividing the land into five million three metre squares that citizens can own outright by committing to a sustainability pledge.
The aim is to prompt people to think more conscientiously about their purchase and lifestyle decisions and is being promoted through an interactive Lost Forest website, as well as PR and influencer activity where consumers will be encouraged to ‘Drink Beer, Plant Trees’.
Alex Dullard, Head of Customer Marketing at BrewDog, said: “We believe Lost Lager can help to not only grow the category, but also help consumers be more considered about their purchases.”