BrewDog links with Co-op for exclusive beer launch

BrewDog has created a product exclusively for The Co-op for the first time.

The 4.5% abv East Coast Crush, which is a New England IPA, is available from Co-op stores now as a 4 x33cl can pack, priced at £6.50. 

The beer is described as having “bags of tropical fruit aroma”, while the pineapple, stone fruit and mango “will be sure to bring back your favourite holiday memories”. It is also smooth and light with a subtle bitter-sweet finish, and it is said to be “high on hops, low on bitterness and big on taste”.

The Co-op is now the third biggest retailer of beer, and it claims it has seen sales climb 80% year-on-year. It puts its success down to a continued investment in “the right products at great prices” and in delivering cut-through with innovative new products. The Co-op currently stocks more than 900 beers.

Jonathan Buckley, senior beer buyer at Co-op said: “We take a real pride in maximising the use of beer space in stores to champion a more interesting range for customers to enjoy and we are striving to do as much as is possible to build on beer occasions going forward. Our customers are becoming more adventurous in their beer purchases and we help to educate shoppers on the taste profiles of different brands, to overcome the nervousness around trialling new brews.

 “We are very excited to see what our customers and members think of this new special BrewDog beer.”

Sophie More, head of marketing at BrewDog said: “Our mission is to make other people as passionate about great craft beer as we are. We are committed to producing awesome, good quality beers to excite drinkers and are proud to introduce East Coast Crush to Co-op; our fully fruited fog machine.”

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