BrewDog responds to supermarket 'take' on Punk IPA with new brew

By Nikkie Thatcher

- Last updated on GMT

Social exchange: BrewDog co-founder James Watt responded to claims Aldi's beer was similar to Punk IPA on Twitter
Social exchange: BrewDog co-founder James Watt responded to claims Aldi's beer was similar to Punk IPA on Twitter

Related tags: Brewdog, Beer, Supermarket, Branding + marketing

Scottish brewer and bar operator BrewDog has created a new beer after social media users posted images of a beer from supermarket Aldi resembling its flagship Punk IPA.

Beer drinkers shared Aldi’s Anti Establishment IPA on Twitter.

BrewDog co-founder James Watt responded to these claims with the news of a new brew.

Watt tweeted: “Inspired by Aldi’s take on Punk IPA from yesterday (Wednesday 19 August), we are making a new beer. YALDI IPA is coming soon. Maybe our friends at Aldi will even sell it in their stores?”

The store then replied to Watt, suggesting a name change for the beer and asking for some samples of it.

It said: “We would have gone with ALD IPA, send us a crate and we’ll talk?”

Watt responded, taking the suggestion on board.

This comes after BrewDog unveiled a new beer following Government adviser Dominic Cummings driving 260 miles amid lockdown in May.

An investigation by national newspapers The Guardian ​​and The Mirror ​​found Cummings travelled to his parents’ home in Durham with his wife and child.

Cummings said he had made the trip to Barnard Castle to test his eyesight before driving back to London.

BrewDog beer

BrewDog co-founder James Watt originally asked followers what BrewDog should call the beer. The options were Cummings & Goings, 260 Miles, Stay At Homes, or Barnard Castle Eye Test.

The ‘short-sighted beer for tall stories’ New England Old School IPA is dry hopped with pineapple, mango and lime, with an ABV of 6%.

Watt tweeted: “All profits from the sale of our latest beer, Barnard Castle Eye Test, go to funding our production of free sanitiser for the NHS and health care charities.

“Over the past eight weeks, we have made and donated more than £1m worth BrewDog sanitiser to those who need it most.”

He said a case of the gels had been sent to 10 Downing Street with a note that “it is best enjoyed in rose gardens, while discussing all the latest cummings & goings”.

Related topics: Beer

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