These New BrewDog Beers Come in Two Expressions
Michael Hemsworth — May 21, 2025 — Lifestyle
References: brewdog & talkingretail
These new BrewDog beers have been introduced in collaboration with retailers Booker and Co-op in the UK as a series of libations perfect for satisfying cravings for fruity flavor experiences this summer. The beers come in two expressions including the Orange Crush and Fruit Burst IPA, which are making their debut at Booker and Co-op now, respectively.
The Orange Crush boasts a 4.3% ABV with an IPA profile that has tangy citrus notes of orange peel and tasting notes of sherbet to make it perfect for frozen treat fans alike. The Fruit Burst IPA has a 4.4% ABV with a modern pale ale profile that's inherently session-able with notes of tropical passionfruit and berry in every sip.
Head of Customer Marketing Hannah Corker commented on the new BrewDog beers saying, "Shopper data shows that fruit beers over index in the summer periods as shoppers look for light refreshing fruity flavours, so we are expecting both launches to be hugely popular with shopper this summer, as they explore the beer aisle in search of something they can’t get anywhere else.”
The Orange Crush boasts a 4.3% ABV with an IPA profile that has tangy citrus notes of orange peel and tasting notes of sherbet to make it perfect for frozen treat fans alike. The Fruit Burst IPA has a 4.4% ABV with a modern pale ale profile that's inherently session-able with notes of tropical passionfruit and berry in every sip.
Head of Customer Marketing Hannah Corker commented on the new BrewDog beers saying, "Shopper data shows that fruit beers over index in the summer periods as shoppers look for light refreshing fruity flavours, so we are expecting both launches to be hugely popular with shopper this summer, as they explore the beer aisle in search of something they can’t get anywhere else.”
Trend Themes
1. Fruit-infused Ales - Fruit-infused ales are gaining traction, offering a unique twist to traditional beers with bold fruit flavors that cater to consumers seeking refreshing summer beverages.
2. Co-branded Alcohol Products - Collaborations between breweries and retailers are creating co-branded alcohol products that drive consumer interest by combining brand strengths and expanding distribution channels.
3. Seasonal Beer Innovations - New seasonal beer innovations are emerging as breweries explore creative flavor profiles to cater to shifting consumer palettes and capitalize on seasonal demand patterns.
Industry Implications
1. Craft Beer Industry - The craft beer industry is witnessing a surge in experimental brews as producers leverage unique fruit combinations to stand out in a competitive market.
2. Retail Partnerships - Retail partnerships are becoming crucial in the beverage industry as they facilitate direct consumer engagement and offer exclusive product offerings.
3. Flavor Innovation in Alcohol - Flavor innovation in the alcohol industry continues to evolve with the introduction of non-traditional ingredients, appealing to adventurous taste-seekers and disrupting conventional flavor norms.
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