Food & Drinks

Brewdog Planet Pale – Product Launch – Just Drinks

  • Category – Beer, IPA, flavoured, 4.3% abv
  • Available – Now
  • Location – The UK, available in selected off-premise outlets and online
  • Price – SRP of GBP2.25 (US$3.11) per single 44cl can, GBP5 (US$6.92) per four-pack

BrewDog has replaced its IPA with what it claims to be a more sustainable recipe.

Planet Pale, which will replace Brewdog Pale Ale in the craft brewer’s core range, is available now in single-can and four-pack formats from selected retailers in the UK. The launch will be supported by a marketing push on Brewdog’s digital and Social Media channels as well as in-store activations across the country.

Asked what makes Planet Pale a more sustainable beer than its predecessor, a spokesperson for BrewDog said: “There is no one specific element that makes (Planet Pale) more sustainable, this move is simply about bringing it in line with the rest of the core range.”

“With its sub-5% abv, Planet Pale offers a solution for retailers that balances session-ability with flavour, providing the sweet spot for this style of beer,” said Brewdog’s head of consumer marketing, Alex Dullard. The name combines our missions for a greener future with our love of great beer … It is a simple nod to our carbon-negative credentials, coupled with the style.”

The release is the third update from BrewDog this week. On Monday, the UK brewer announced the appointment of former Asda UK chief Allan Leighton as chairman followed one day later by the release of a beer flavoured with Parma Violet sweets.

Why craft beer should be wary of the battle for the middle tier – Click here for a Just Drinks comment

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