- BrewDog is launching a new range of rubs, sauces, seasonings, relishes and batter mixes in collaboration with All About Food
- With flavours inspired by BrewDog’s headliner beers, the range is designed to bring the BrewDog bar experience home and create ‘Better Beer Occasions’
- Officially available to buy in Tesco stores from 7th April
BrewDog, Britain’s biggest independent brewer, is elevating the at-home beer drinking experience with the launch of BrewDog Kitchen. A carefully curated selection of rubs, sauces, seasonings, relishes and a wings batter mix, the range is inspired by BrewDog’s headliner brews, with flavour profiles drawn from Punk IPA, Hazy Jane, Lost Lager, Wingman, Black Heart and Elvis Juice.
Launching today, Monday 7th April, BrewDog Kitchen will initially be available nationwide in Tesco stores, it will also be coming soon to BrewDog.com and BrewDog bars (and on the food menu!), with further grocery listings planned in the coming months.
Lauren Carrol, Chief Operating Officer at BrewDog, commented: “The move has come from years of research where we identified a clear appeal for shoppers to match their in-bar experience within their own homes. When asked what they wanted to see next from BrewDog in grocery, our shoppers highlighted table sauces, relishes and marinades as the most wanted[1] and we always aim to deliver.
“With 71% of meal occasions eaten at home[2] and 50% using condiments and table sauces 2-3 times per week[3], it’s hardly a secret that beer and food together is one of life’s greatest pleasures. With BrewDog Kitchen, we’re just taking it a step further – distilling the essence of what makes our beers so delicious and designing a range of accompaniments to home cooked dishes to sprinkle (or pour) a bit of magic into any meal.”
“The launch also presents an opportunity to align both sides of our business. Our research showed that 40% of people have visited a restaurant after trying a retail product and 28% have bought a retail product after trying it in a restaurant[4], so by having the product range available in grocery outlets as well as in our bars, we’re hoping to grow brand awareness and encourage people to explore parts of our brand that they may not have previously experienced.
“We’ve been working really hard with All About Food and collaborating with our BrewDog bar teams to emulate the next level beer-pairing food menu we’ve honed over the past decade, so we couldn’t be more excited to launch BrewDog Kitchen. And there’s no need for guesswork. We’ve stamped the ideal beer onto every pack, so slam-dunk pairings are guaranteed.”
The launch will be supported by typical high-impact BrewDog-branded instore POS, with further buzz generated on digital platforms and via media and influencers.
For more information, please visit: https://brewdog.com/pages/brewdog-kitchen.
[1] Vypr Steer May 2023 – Choice of categories list – 505 respondents, responses from 391 respondents who expressed an interest in BrewDog grocery range – excludes respondents who said ‘None of these’.
[2] Kantar Usage 52 w/e 29.12.24
[3] Innovation Market insights – Sauces and Seasonings Industry Trends in the UK – November 2024
[4] Lumina Intelligence, December 2022
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