Food & Drinks

Brewdog’s Parma Violets – Product Launch – Just Drinks

  • Category – Beer, IPA, flavoured, 5.5% abv
  • Available – From this week
  • Location – The UK, available in Tesco stores and online
  • Price – SRP of GBP2.40 (US$3.30) per 44cl can, GBP8 (US$11.10) per four-pack

Brewdog has launched an IPA in collaboration with UK confectionary manufacturer Swizzels.

Brewdog Parma Violets is described by the company as a New England-style IPA with flavours of the purple sweet from which the expression takes its name. The beer is brewed with wheat and oats as well as cetra and simcoe hops, before flavouring from Parma Violets is added.

Having launched exclusively across UK-based supermarket chain Tesco this week, the new SKU will also be available to purchase for UK-based eligible consumers via the company’s website from 1 December.

The launch comes three months after the Scottish brewer came under fire from former employees who claimed the company had fostered a “rotten culture”.

Earlier this week, Brewdog appointed the former head of UK supermarket Asda, Allan Leighton, as chairman and a mentor to CEO James Watt.

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



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