BrewDog and gourmet sweet brand Candy Kittens have joined forces once again, this time to create a mouthwatering Eton Mess New England IPA (6.0% ABV).
Inspired by Candy Kittens’ best-selling Eton Mess sweets, the collaboration with the Scottish independent brewery brings together the very best of confectionery and IPA for a delicious, drinkable dessert in a can. The sweetness of vanilla and strawberry meets the punchy Ahtanum and HopHaze to satisfy a sweet tooth whilst also providing a hit of bitter hops too.
To mark the launch of the new beer, Jamie Laing stars in a hilarious viral video shared by BrewDog, in which the entrepreneur and podcast host tries the Eton Mess New England IPA for the very first time.
In the clip, Jamie is seen sat at a table in a local restaurant, where his mate joins him for what he thinks is going to be a ‘messy one.’ Upon arrival, it looks like it’s not quite the mess his friend had in mind… “Jamie, when you said we were on for a messy one, I didn’t f*cking think you meant that!” he says, pointing at an Eton Mess dessert.
But, after being encouraged to celebrate the new collaboration by having “a lovely beer” instead of the dessert, Jamie’s eyes light up as he takes his first sip.
As quickly as the Candy Kittens boss gets that first taste, he is then seen dancing in a club a few hours later, having a proper Eton-messy one. Shirt unbuttoned, holding a can of the BrewDog Eton Mess New England IPA in each hand, Jamie is left standing on top of tables screaming “oggy, oggy, oggy, oi oi oi”, to a frenzied crowd.
The full video can be viewed on BrewDog’s Instagram and YouTube page.
Discussing the tasty collaboration, BrewDog’s Chief Marketing Officer, Lauren Carrol said: “This has been a fun and messy one. After the success of other Candy Kittens collabs, we simply couldn’t resist combining two of our favourite things into one: beer and sweet treats.
“This dessert in a can brings cats and dogs together once again, so make sure to get your paws on it while you can!”
Founder of Candy Kittens, Jamie Laing said: “We’re thrilled to be partnering with BrewDog again on our latest collaboration. Fans can enjoy the taste of one of our most irresistible and popular flavours, Eton Mess, whilst combining it with a delicious IPA. You’d be barking mad not to give it a try!”
BrewDog x Candy Kittens Eton Mess New England IPA is priced £14.75 for four on the BrewDog website, and is available in Sainsbury’s or via the Candy Kittens website alongside the Eton Mess sweets. For more information on BrewDog and Candy Kittens, visit: https://www.brewdog.com/uk/candy-kittens-eton-mess
