BrewDog Pop Soda

Source: BrewDog

BrewDog said it planned to put all POP Soda profits ‘towards funding solutions to tackle the climate crisis’

BrewDog’s POP Soda has been dropped by Tesco, the soft drink brand’s only retailer, after less than a year on the market.

All six SKUs disappeared from the grocery giant last month, Assosia data shows, with a spokesman for the brewer confirming Tesco had delisted POP.

The brand debuted as a quartet of variants – Hazy Lemon, Jagged Grapefruit, Dark Cherry and Citizen Cola – in February 2022, through an exclusive tie-up with Tesco. At the time of the launch, BrewDog said it would put all POP’s profits “towards funding solutions to tackle the climate crisis”.

The brand went on to make £981.7k in its first seven months [NielsenIQ 52 w/e 10 September 2022].

The Grocer has approached Tesco for comment. 

It comes after a tumultuous year for BrewDog, whose alleged toxic working culture was the subject of a BBC documentary in January 2022.

In a LinkedIn post responding to the documentary, CEO James Watt called it a “malicious caricature” of the business, and lodged a complaint with the broadcaster and Ofcom.

The controversy didn’t stop there. In November, BrewDog’s ‘anti-sponsor’ campaign against the World Cup being in Qatar brought allegations of hypocrisy, after it emerged the business had signed a deal to distribute beer in Qatar.

A month later, the brewer lost its B Corp status. It had “decided to step aside from our B Corp certification for the time being”, Watt claimed at the time.