BrewDog has teamed up with Aldi to release an exclusive IPA in the supermarket, after the beer was first created as a joke over Twitter.
The tongue-in-cheek ‘Ald IPA’ was born out of a Twitter exchange between the two companies, after shoppers drew similarities between Aldi’s Anti-Establishment beer and BrewDog’s Punk IPA.
In response, BrewDog initially suggested it would create ‘Yaldi IPA’ in a mocking social media post, however the supermarket responded with: “We would have gone with Ald IPA, send us a crate and we’ll talk?”
Two months on and Ald IPA will be available as a Specialbuy at Aldi from tomorrow, marking BrewDog’s first ever exclusive creation for a supermarket.
For every case sold, Aldi and BrewDog have also announced they will each donate a tree to be planted in the BrewDog Forest located in the Scottish Highlands. The act supports the brewer’s commitment to reducing carbon and follows its recent announcement that it has become carbon negative.
With a 4.7% ABV, the session IPA is based on BrewDog’s beloved Hop Fiction recipe and will retail for £1.39 per can from Thursday 15 October.
“Ald IPA has been one of our favourite collaborations to date, it’s definitely one no one saw coming,” said James Watt, co-founder of BrewDog.
He added: “From a mockup on Twitter, to being stocked at Aldi stores across the UK, the response has been incredible. Most importantly, both BrewDog and Aldi have agreed that for every case sold an extra tree will be planted in the BrewDog Forest. A win-win for our customers, and the planet.”
Graham Nicolson, group buying director at Aldi Scotland, said: “We couldn’t resist stocking Ald IPA, which supports our mission to work with the UK’s best independent suppliers. Plus, with customer enquiries through the roof after the conversation broke on Twitter – it really was a no brainer to give our shoppers what they want.”
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