BrewDog launches planet-friendly lager into convenience sector

BrewDog Lost Lager will be available from mid-April in 660ml glass bottles (£2.20) and 4x440ml (£5) and 10x440ml (£12) can multi-packs.

The brand used “wind power, a third less water and would-be waste bread” to create the lager and with every multi-pack sold, it will plant a tree as part of a “buy one, het one tree” initiative.

The launch is supported by a £6m investment, including a £2.6m campaign running across online, social media and out-of-home platforms and product giveaways.

Alex Dullard, head of customer marketing at BrewDog, said: “Sustainability is becoming a crucial priority to shoppers.

“However, despite 92% of people wanting to live a sustainable lifestyle, only 16% are actively changing behaviour.

“It is therefore the responsibility of brands, like BrewDog, to help consumers act more sustainably.

“With 40% of the population drinking once a month or more and 70% more likely to purchase a beer made in a sustainable way there is the prospect that a sustainable beer offering will not only drive existing frequency but could also potentially grow overall penetration – this is a huge opportunity.

“We believe Lost Lager can help to not only grow the category, but also help consumers be more considered about their purchases.

“We also know that craft lager hugely over indexes with first time craft buyer, indicating that Lost Lager is the perfect introductory products to help customers broaden their craft beer repertoire.”