Scottish carbon-negative brewer BrewDog has ramped up its commitment to planet-friendly beer with a new pale ale and a recent sustainability-focused TV ad campaign.
Scottish carbon-negative brewer Brewdog is stepping up its mission to connect people through great beer that is good for the planet with the launch of BrewDog Planet Pale.
Available across grocery and convenience in 330ml & 440ml cans, the new sustainable beer will join the core range and follows the re-launch of Lost Lager earlier this year.
Creating an accessible offering with wide appeal, BrewDog Planet Pale offers local retailers a great way to capitalise on the continuing evolution of craft beer with pale ale recognised as a key driver to bring new drinkers into craft.
By providing an accessible ABV at 4.3% and an approachable taste profile, BrewDog aims to make people as passionate about great beer and our planet as they are.
The new product replaces BrewDog Pale Ale, with a new recipe and stronger brand proposition.
Alex Dullard, Head of Customer Marketing, comments: “We want to make great beer that people love, whilst also being great for the planet. Following the re-launch of Lost Lager in the Spring, we established that 70% of beer drinkers are more likely to purchase a beer made in a sustainable way [YouGov, Sep 2020] presenting a huge opportunity to grow frequency and penetration with a planet-friendly beer offering, that can be enjoyed responsibly.”
The launch is being supported by a full marketing roll-out, including digital, social media and in-store POS, featuring the strapline, ‘Enjoyed Responsibly Worldwide.’
The formats available include 4pk 330ml, RSP: £5.00; and single 440ml cans, RSP: £2.25.
The launch follows hot on the heels of the Ellon-based brewery’s ‘The Planet’s Favourite Beer’ campaign which celebrated Brewdog’s pioneering environmental commitment to being the world’s first carbon negative brewery.
The campaign, which aimed to reach 26m adults throughout August and September, showed the different lives that its customers – and even non-customers – lead, and highlights that its carbon negative credentials mean that it is here for the planet and all its inhabitants.
BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world. It also brews using only renewable energy, uses packaging made from easily recycled materials, and prioritises local ingredients, as well as transporting its beer in the UK’s first electric 19-tonne truck.
The ad campaign set out to challenge the stereotypes in traditional beer advertising, “take the worthiness out of woke”, and offer a comical take on the array of people inhabiting planet earth.
The TV and video-on-demand advert was supported by out-of-home, digital, social and print ads which reinforced BrewDog’s ecological message. Furthermore, the production of all assets in the campaign has also been offset through planting trees, making it a sustainable campaign in every sense.
BrewDog’s Special Projects Director Lauren Carrol comments: “The campaign reinforced BrewDog’s commitment to having a positive impact, both on our diverse audience and the planet. We’re proud to be a beer for all and to serve our amazing global community. As a carbon-negative brewery, every beer that is enjoyed around the world can have a positive planetary impact.”
