Tapping into the evolving fruit beer trend, BrewDog has collaborated with Co-op and Booker to introduce two new fruity beers, exclusively to the convenience channel.Fruit Burst IPA (4.4% ABV) is a session-able modern pale ale bursting with tropical, passionfruit and berry notes. Crafted with bold hops for a perfectly balanced and accessible brew, Fruit Burst is available now exclusively to the Co-op Group.
Additionally, launching this week exclusively to Booker, Orange Crush (4.3% ABV) is a freshly peeled IPA, with tangy citrus aromas tangoing alongside zesty orange peel and notes of sherbet.
Hannah Corker, head of customer marketing at BrewDog, comments: “Following a successful collaboration with Spar in 2024, which saw the creation of exclusive brew, Sprucy Lucy, we recognise the importance of working closely with our customers in this channel to help develop exclusive products that can help their stores differentiate from the grocery channel.
“Both Fruit Burst and Orange Crush have been developed in partnership with Co-op and Booker, to ensure that the flavour and quality met both theirs and BrewDog’s exacting standards and as well as appealing directly to their specific customer base.
“Shopper data shows that fruit beers over index in the summer periods as shoppers look for light refreshing fruity flavours[1], so we are expecting both launches to be hugely popular with shopper this summer, as they explore the beer aisle in search of something they can’t get anywhere else.”
Both Fruit Burst (RSP: £6, down to £5.50 on promo) and Orange Crush (RSP: £7.49, down to £5.99 on promo) are available in 4 x 330ml can multipack.
