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PICKS OF THE WEEK SPECIAL – BREWDOG TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM
BUY ONE, GET ONE TREE
SCOTTISH BREWER BREWDOG IS MAKING ITS ‘PLANET FIRST’ CARBONNEUTRAL LOST LAGER AVAILABLE IN WHOLESALE NEXT MONTH. Scottish
the
live a sustainable lifestyle, only 16% are actively
sustainability ante with the launch of its ‘planet
brewer
BrewDog
is
upping
changing behaviour [Kantar, 2020]. It is therefore
first’ carbon-neutral Lost Lager into wholesale
the responsibility of brands, like BrewDog, to
from the middle of next month.
help consumers act more sustainably.
The German-style Pilsner will be available in
“With 40% of the population drinking once a
a 660ml glass bottle, 4 x 440ml and 10 x 440ml
month or more and 70% more likely to purchase
can multipacks and is brewed using wind power,
a beer made in a sustainable way [YouGov, 2020]
a third less water and would-be waste bread in
there is the prospect that a sustainable beer
the malt bill. What’s more, with every multipack
offering will not only drive existing frequency but
of Lost Lager sold, BrewDog will plant a tree in
could also potentially grow overall penetration –
its ‘Lost Forest’ as part of a ‘Buy one, get one
this is a huge opportunity.”
tree’ initiative.
Supported by a £6m investment, the launch
The 4.5% ABV lager is made using Select,
will benefit from a £2.5m campaign kicking off
Spalter and Saphir hops, which combine vibrant
in April, comprising of online, social and out-of-
citrus and herbal notes to deliver a unique taste
home activity, as well as product giveaways and
that is crisp and refreshing.
the launch of the brand’s Lost Forest.
Alex
Dullard,
Head
of
Customer
Marketing
at
BrewDog,
comments:
RSPS
“Sustainability is becoming
Q 660ml glass bottle – £2.20
a
Q 4 x 440ml can – £5
crucial
priority
to
shoppers. However, despite
Q 10 x 440ml can – £12
92% of people wanting to
WEDNESDAY 31ST MARCH 2021 / ISSUE 49 / SLRMAG.CO.UK / 25
