BrewDog has added Black Heart, a brand-new draught stout to its core range.
The 4.1% ABV “no nonsense” dry Irish-style stout comes in single 440ml, 4x440ml and 10x440ml can multipacks and is available exclusively from Booker in the convenience channel.
Described as “smooth,” “creamy,” “all head” and “all heart,” Black Heart is also said to be – Guinness aside – the first stout to feature an in-can widget for a pub-style pour.
Alex Dullard, BrewDog’s Head of Customer Marketing at BrewDog, said: “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.”
The launch is further supported by in-store assets and POS. To find out more, retailers should contact their local BrewDog representative, or visit the company’s website.
Dullard added: “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.”
