Craft brewery says redefining Britain’s most popular beer style can end binge drink culture for good Scotland’s largest independent brewery, BrewDog has set its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots. Launching tomorrow, This. […]
BrewDog marks Sainsbury’s launch of Punk IPA in cans with ‘crap beer amnesty’
BrewDog, Scotland’s largest independent brewery has today officially announced the launch of its flagship beer, Punk IPA in cans. The 330ml cans will initially be available exclusively from Sainsbury’s nationwide and the supermarket will now also stock the brewer’s popular 5AM Saint amber ale and award-winning 9.2% ABV Hardcore IPA, which is a huge step in the craft beer revolution. BrewDog now have 4 beers in 350 Sainsbury’s stores nationwide.
Punk IPA will be the only craft beer available in cans in the UK, with the packaging completely eliminating the risk of light damage to the beer, whilst reducing environmental impact and being easier to transport and recycle.
- BrewDog holding the first ever ‘crap beer amnesty’, which will allow beer drinkers to swap a can of branded lager for a Punk IPA
- The swap will be made at BrewDog’s Aberdeen bar on Friday, March 18th
- The brewer is looking for partners to host amnesties in other cities across the UK
- Online poll found 87% of fans voted positively for the introduction of Punk IPA in cans
- BrewDog now have 4 beers in 350 Sainsbury’s stores nationwide.
- Sainsbury’s will exclusively stock the new cans for twelve months
Download the full press release and high resolution images below.
James Watt, co-founder of BrewDog commented:
“Punk IPA has been our most successful beer so far, and the launch of Punk in cans is a landmark moment for us and for the insurgency of craft beer in the UK drinks market. We want to make everyone as passionate about beer as we are and in addition to the can launch, the fact that Sainsbury’s is now stocking a 9.2% ABV IPA proves that we’re already making great headway. Crap beer’s days are numbered.”
“We want the public to realise that the fizzy, yellow so-called ‘beers’ pushed on the unsuspecting public by big breweries should be treated as a crime. The crap beer amnesty is designed to prove to beer drinkers that have previously put up with these tasteless, insipid mainstream lagers that things have changed. The time for revolution is now.” James continued.