Following the success of its headline price-marked 4-pack launch last year, BrewDog is extending its PMP range, with the introduction of Lost Lager and Cold Beer Pint Can 4-pack PMP.
Cold Beer (3.4% ABV) will be price-marked at just £5.49 for 4 x 568ml cans and is available across the channel now, then BrewDog Lost Lager (4.5% ABV) 4 x 568ml packs will be available to the wider market from March*, price-marked at £7.25. *Available now exclusively to Booker until 03.03.26
With just a 7.4% customer cross shop, Lost Lager and Cold Beer have defined roles in the category. Whilst Lost Lager is a premium 4.5% lager, delivering [GL1] quality and taste, Cold Beer is a crowd pleaser, delivering a great value proposition for shoppers, with its lower ABV [GL2] making it perfect for social occasions in the sun.
The 4-pack Pint Can is the top format for lager buyers in convenience, growing at 9.4%[1], with the format driving 25% of solus shoppers across lager within the channel[2], so it is the most appropriate format for shoppers in this market and one that BrewDog is yet to play in.
Jonny Leece, Impulse Sales Director, comments: “Lager is a key focus across the impulse channel, so to win in this category, it is important that we show up with the right pack size and format to meet shopper need states. With our lager brands available in most top formats, the Pint Can was currently a gap in our portfolio and an area where we see an opportunity to appeal to a wider shopper base.
“With PMP accounting for 55% of 4-pack sales in impulse[3], it made sense to launch these new packs as an extension of our PMP offering, to help offer value to the end consumer, whilst also delivering stability for retailers with a consistent price across the channel.
“Since its launch in 2024, Cold Beer has driven our lager volume growth to outperform total lager[4] and helped to establish BrewDog within the crowded lager category, with a strong ABV and price proposition that appeals to the impulse shopper. We hope that this will continue as we deliver the fan favourite, alongside Lost Lager in a format that meets demand and a price that delivers value to the shopper whilst also maintaining a consistent margin for retailers.”
