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Meet the brand: BrewDog Hazy Jane – the fastest growing craft beer in the UK

By BrewDog

- Last updated on GMT

BrewDog Hazy Jane driving on-trade craft beer sales

Related tags: Beer, Craft beer, Branding + marketing

Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as we are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog brews beer that blows people’s minds and has kick-started a revolution.

In early 2018, we recognised a growing popularity of hazy IPAs and quickly set about to create an unfiltered, opaque ale to add to our range. The result was Hazy Jane, which started life as a 7.2% ABV New England IPA, offering a completely new style of beer to UK drinkers. Hazy Jane received a great reception from launch, and in 2020 we identified an opportunity to make it even more accessible by introducing session-strength Hazy Jane at 5% ABV.

Since the change was made, Hazy Jane has soared to become the UK’s fastest growing craft beer across off trade and up 300% across total trade in value[1]​.

Now a £25.5m brand in the UK off-trade, it is growing (up 84.7% versus YA) to become the #2 brand in craft beer, behind BrewDog Punk IPA[2]​. As a result, Hazy Jane is blazing a trail for the New England IPA category – and the only national brand playing this role. Demand for the fastest growing craft beer in the UK is growing exponentially, with the style now holding a share of 10.65% of total craft beer (up 70% versus YA[3]​).

This disruptive modern innovator of a beer now forms part of the BrewDog headline range and has evolved to offer some fruit obsessed Hazy Jane variants, with the introduction of Hazy Jane Peach and Hazy Jane Guava, as well as Hazy AF, an Alcohol-Free option.

Now that the on-trade is back up and running, this success is being mirrored in the channel, with Hazy Jane the fastest growing independent beer brand in the UK on-trade 2021, worth £1.91m[4]​, indicating a great opportunity to drive trial and consumer demand in 2022 - available on draft and in 440ml/330ml cans.

Furthermore, to drive trial throughout March and April, we are giving away 50,000 free cans targeting new drinkers with bounce-back back into craft to drive category growth, through BrewDog.com.

Three reasons to stock

  1. Hazy Jane is the fastest growing craft beer in the UK[5]
  2. It offers breadth to your draught beer range by delivering a super-premium craft beer and serve
  3. Differentiates from other pale ales and IPAs seen regularly on bars, by occupying an accessible and discerning white space in the category

What Bar Staff Need to Know

Smooth. Fruity. Juicy. New England detuned. This full-tilt fruit machine of an IPA packs all the flavour but less of the alcohol. Notes of pineapple, mango, stone-fruit, and a hint of tangerine to mix it up. Brewed with oats and wheat and left unfiltered for a smooth juicy hit.

With a juicy, fruity and pillow soft mouthfeel, Hazy Jane is the super approachable IPA that even current non-IPA drinkers will fall in love with.

Perfect Serve

Perfect serve is the ultimate way to promote premium beer - it is vital in terms of value for money and justifying the higher price point. For Hazy Jane that’s using branded glassware and providing a great pour. This will help to elevate the experience for the guest and showcase the quality of the product.

Being served with as much enthusiasm and passion that goes in to making it also helps deliver a great guest experience.

If you are interested in finding out more or listing BrewDog Hazy Jane, please contact your local representative, or visit: https://www.brewdog.com/trade-enquiries

[1]​ MAT CGA OPMS P09 @ 11.09.21 / Nielsen Scantrack Total Off-trade @ 01.01.22

[2]​ Nielsen Scantrack Total Coverage MAT TY @ 26.02.22

[3]​ Nielsen Scantrack Total Coverage MAT TY @ 26.02.22

[4]​ CGA OPMS Data to P09 2021

[5]​ MAT CGA OPMS P09 @ 11.09.21 / Nielsen Scantrack Total Off-trade @ 01.01.22

Related topics: Beer

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