News brewed on 10 // 03 // 11

BrewDog marks Sainsbury’s launch of Punk IPA in cans with ‘crap beer amnesty’

Sainsbury’s extends BrewDog range as the maverick brewery calls for public to swap ‘crap’ beer for new Punk IPA 330ml cans

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 UK 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.

To mark the announcement, BrewDog is holding the first ever ‘crap beer amnesty’, which will allow beer drinkers to swap a can of mainstream branded lager for a Punk IPA in a strict 24-hour period. The swap can be made at BrewDog’s Aberdeen bar on Friday, March 18th and the brewer is looking for partners to host amnesties in other cities across the UK.

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.”

BrewDog hosted a poll on its website, with 87% of fans voting that the introduction of Punk IPA in cans was a good idea. Sainsbury’s, which has sold Punk IPA and other BrewDog beers in bottles for over a year, will exclusively stock the new cans for twelve months.

Driving Force

BrewDog’s co-founders James Watt and Martin Dickie will take personal responsibility for recycling the branded mainstream beers they receive during the 24 hour amnesty by ‘driving’ them to the nearest recycle centre – with a golf club from the top of a BrewDog van. The pair plan to film the process to add to their growing collection of confrontational videos hosted on a dedicated BrewDog.com channel.

James Watt, co-founder of BrewDog commented:

“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.”

Punk IPA in cans will be available from most Sainsbury’s stores from 23rd March. More information can be found at BrewDog.com

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What is BrewDog?

We were bored of the industrially brewed lagers and stuffy ales that dominate the UK market. We decided the best way to fix this undesirable predicament was to brew our own beers. Consequently in April 2007 BrewDog was born.Both only 24 at the time, we leased a building, got some scary bank loans, spent all our money on stainless steel and started making some hardcore beers.

We are dedicated to making cool, contemporary and progressive beers showcasing some of the world’s classic beer styles. All with an innovative twist and customary BrewDog bite.

James Watt and Martin

For more information please contact:
Manifest / BrewDog
Alex Myers & Camilla Brown
t. 0207 8120592
m. 07739314284
e. / James Watt
t. 01346 519 009
e.

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