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Welcome to choice... it's not so black and white anymore

20-Feb-2023 - Last updated on 20-Feb-2023 at 12:31 GMT

Stout-hearted: BrewDog has been testing its Black Heart beer at Twickenham rugby matches

For years your customers have had just one choice when it comes to the black stuff – now there is another, and it might just be better.

Introducing Black Heart, the brand-new addition to the BrewDog headliner range - a 4.1% ABV classic draught stout alternative, brewed in and for this century.

The beer

Available now, Black Heart is a no-nonsense, dry, Irish-style stout. Chocolate and extra dark crystal malts give layers of roasted, toasted coffee and cocoa, with a hint of caramel coming through. It's smooth, it's creamy, it's all head and it's all heart.

The category opportunity

Stout is the second fastest growing beer category, worth almost £1bn (£947m)
It grew 8.8% in value and 0.9% share in the past three years – exceeding pre-Covid levels[1]
With the category dominated by just one brand, this provides a huge opportunity for an alternative premium stout to drive further growth and higher margins

Offering choice…

Kicking-off the launch, we are hosting a series of taste-test activations near Twickenham Stadium ahead of Six Nations matches at the venue, offering unmarked samples of both Black Heart and Guinness, and inviting fans to choose their favourite.

This will be followed by a nationwide out of home and digital media campaign, which will provide some much-needed vibrancy to the category to excite consumers while driving awareness and trial of Black Heart. Additionally, to highlight the launch in outlet, there is a range of iconic assets available, including font and tap handles, glassware, PoS and staff T-shirts.

Discover the alternative

At BrewDog, we believe drinking beer is about discovery and experimentation, with a mountain of different types and styles available. However, when it comes to stout, there really is only one choice in most pubs and bars and has been for years.

As the experts in taste and quality, we have worked with our brewers to develop a classic draught stout, that can be offered to those looking to try something new. Consumer testing and insight indicates Black Heart has the potential to drive further growth into the category and deliver profit for our customers, by attracting younger more affluent consumers that have all but given up on the chance of an alternative to the category leader.

What if it’s better?