Craft beer brand BrewDog is uniting with Spar to create an exclusive beer, in a partnership “influenced by storytelling, adventure and fun,” it says.
On shelf from 26 September, Sprucy Lucy is a 4.5% West Coast Session Pale, combining no fewer than seven hops for a forest of piney notes.
Lauren Carroll, chief marketing officer at BrewDog, said: “This exclusive launch brings together two iconic brands, because we believe we are better together. We were honoured to collaborate on this 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.”
Available in a 4 x 330ml can multipack, Sprucy Lucy will retail at £6.49 and be promoted via in-store shopper marketing and across both BrewDog and Spar’s social and digital channels.
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