BrewDog has partnered with The Co-op to launch an exclusive session IPA.
The beer, called East Coast Crush, is a 4.5% abv Vermont-style IPA, billed as having “bags of tropical fruit aroma”, ”smooth and light on delivery with a subtle, bitter-sweet finish”.
It rolled into Co-op stores across the UK from yesterday (3 July) om 4x330ml packs (rsp: £6.50).
Jonathan Buckley, Senior Beer Buyer at The Co-op said: “We take a real pride in maximising the use of beer space in stores to champion a more interesting range for customers to enjoy and we are striving to do as much as is possible to build on beer occasions going forward.
“Our customers are becoming more adventurous in their beer purchases and we help to educate shoppers on the taste profiles of different brands, to overcome the nervousness around trialling new brews.”
It comes as value sales of beer & cider rose significantly (2.7%) over the last year, bringing its share of the category’s value to 6.5% [Kantar 52 w/e 24 February 2019].