BrewDog leans into moderation movement with Baby Hazy launch

BrewDog has added a lower abv version of its Hazy Jane beer to its roster.

Baby Hazy has rolled out in Sainsbury’s stores (rsp: £5.25/4x330ml) as well as via DTC and in BrewDog bars.

The 3% abv brew features Krush, Talus, and Citra hop varieties.

It was “packed with all the tropical notes, oats and wheat of Hazy Jane, just with the alcohol dialled down a notch”, said BrewDog.

The branding for Baby Hazy marries the new branding for Hazy Jane, unveiled by BrewDog last month.

The Scottish brewer’s flagship beers Punk IPA, Hazy Jane, Lost Lager and Elvis Juice have all been refreshed with a new design and “Brewed Fresh” tagline.

The revamp provided each beer with “more of an individual visual identity”, according to BrewDog.

The NPD comes hot on the heels of the launch of two new brews created in collaboration with Co-op and Booker, respectively.

Fruit Burst IPA, a “modern pale ale bursting with tropical, passionfruit and berry notes”, launched in Co-op last month (rsp: £6/4x330ml).

Meanwhile, Orange Crush, “a freshly peeled IPA, with tangy citrus aromas”, rolled into Booker (rsp: £7.49/4x330ml).