BrewDog Partners with SPAR to launch an exclusive pale ale

September 23, 2024

16th September 2024: The number one craft beer brand, BrewDog, is uniting with the UK’s leading convenience store group, SPAR, to create an exclusive beer, in a partnership that is influenced by storytelling, adventure and fun.

On shelf from 26th September, Sprucy Lucy is a 4.5% highly drinkable West Coast Session Pale, combining no fewer than seven hops for a veritable forest of piney notes. Piney name. Piney Beer.

Lauren Carroll, Chief Marketing Officer at BrewDog plc, comments: “This exclusive launch brings together two iconic brands in BrewDog and SPAR, because we believe we are better together. We were honoured to collaborate with SPAR on this unique beer, tapping into the growing impulse channel and highlighting the brand’s heritage by featuring its familiar Pine symbol on the synonymous green, red and white can.

“This is a truly spruced up session pale using no fewer than seven different hops, where many beers use just three or four, to ensure it is bursting with flavour.”

Dave Cooke, SPAR UK – A.F. Blakemore & Son Ltd: Group Commercial Director at A.F. Blakemore & Son Ltd, the wholesaler for SPAR stores located in Wales, Central and South East England, added: “This partnership goes beyond a simple co-branded product. It brings to life the core of the SPAR brand. SPAR was launched in the Netherlands in 1932 as DESPAR, an acronym of a slogan describing the organisation: ‘Door Eendrachtig Samenwerken Profiteren Allen Regelmatig’, which translates as ‘All benefit from joint co-operation.’ So the ethos of collaboration is in our DNA!

“De Spar is also Dutch for the spruce, the origins of the SPAR logo and the inspiration for Sprucy Lucy, not only through the pack design but more importantly by making the beer with seven hops, that has piney and resinous notes. It really is a delicious and great quality beer and perfect to drink as the autumn nights draw in.

“We are delighted to see this exclusive launch and the great partnership between SPAR and BrewDog. We are looking forward to seeing the activation in stores and hearing the customer feedback. We are confident that our shoppers are going to love Sprucy Lucy just as much as we do, and that this is the start of many collaborations with BrewDog.”

Available in a 4 x 330ml can multipack, Sprucy Lucy at a RRP of £6.49, will be available in participating SPAR licensed stores in England, Scotland and Wales. Also available on brewdog.com. Sprucy Lucy will be promoted via in-store shopper marketing and across both BrewDog and SPAR’s social and digital channels.

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