BrewDog has added a new beer variety to its core range with the launch of Planet Pale pale ale.
Available to convenience and wholesale in a four-pack of 330ml cans and single 440ml cans with respective RRPs of £5 and £2.25, the beer has a 4.3% ABV.
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It is a homage to the West Coast style, made with Citra and Mosaic hops.
Alex Dullard, head of customer marketing at BrewDog, said: “With its sub-5% ABV, Planet Pale offers a solution for retailers that balances session-ability with flavour, providing the sweet spot for this style of beer.”
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BrewDog’s Punk IPA is currently the number one craft beer in the off-trade, with a 20.7% market share and helping to drive 15% of total category growth. BrewDog hopes that Planet Pale can complement its success and provide a pale ale with a lower ABV compared to Punk IPA’s 5.4%.
The supplier is supporting the launch of Planet Pale with digital and social media marketing, as well as in-store PoS.
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