BrewDog has launched pint-sized versions of its two flagship lagers for the first time.
The brewer has this month launched Cold Beer in a 4x568ml, £5.49 PMP format. Four-packs of Lost Lager, meanwhile, will roll out in a £7.25 PMP format from March.
The shift into pint-sized cans presented an “opportunity to appeal to a wider shopper base”, BrewDog said.
Multipacks of 4x568ml cans were the leading format for lager buyers in convenience, the brewer noted, citing Circana data.
“Lager is a key focus across the impulse channel, so to win in this category, it is important we show up with the right pack size and format to meet shopper need states,” said Jonny Leece, impulse sales director at BrewDog.
“With PMP accounting for 55% of four-pack sales in impulse, 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.”
It comes after BrewDog launched a competition offering retailers the chance to win free stock in return for advertising space last week.
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