BrewDog partners with Co-Op to launch new East Coast IPA

Scottish beer business BrewDog has entered into a partnership with UK supermarket chain Co-op, to exclusively distribute its new East Coast Crush IPA.

(Photo: Co Op)

Available as part of a 4 x33cl can pack – with a recommended retail price of £6.50 – the New England IPA is described as having “bags of tropical fruit aroma”, while the pineapple, stone fruit and mango “will be sure to bring back your favourite holiday memories,” according to BrewDog’s website.

The new IPA was recently voted by BrewDog’s 107,000 shareholders as being the beer they most wanted to have available to purchase.

The supermarket is now the UK’s third biggest retailer of beer – stocking more that 900 different products – and claims that it has seen beer sales climb 80% year-on-year, according to an emailed statement.

Jonathan Buckley, senior beer buyer at Co-op, said: “We take a real pride in maximising the use of beer space in stores to champion a more interesting range for customers to enjoy and we are striving to do as much as is possible to build on beer occasions going forward.

“Our customers are becoming more adventurous in their beer purchases and we help to educate shoppers on the taste profiles of different brands, to overcome the nervousness around trialling new brews.”

Sophie More, head of marketing at BrewDog added: “Our mission is to make other people as passionate about great craft beer as we are. We are committed to producing awesome, good quality beers to excite drinkers and are proud to introduce East Coast Crush to Co-op; our fully fruited fog machine.”

BrewDog was founded in 2007, and is owned by partners James Watt and Martin Dickle.