Carbon negative brewer BrewDog has launched new BrewDog Planet Pale (4.3% ABV), available now in packs of 4 x 330ml cans (RSP £5) and single 440ml cans (RSP £2.25).
The new sustainable beer joins Brewdog’s core range and replaces BrewDog Pale Ale, with a new recipe and stronger brand proposition, which the brewer hopes will generate excitement and highlight its sustainability credentials.
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’.
Described as a “homage to the West Coast style,” Planet Pale delivers “session-strength fresh grassy hops with subtle tropical tones of pineapple and lime in the background”.
Alex Dullard, Head of Customer Marketing at BrewDog, commented: “We want to make great beer that people love, whilst also being great for the planet.
“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.”