The Scottish brewer is launching a new craft beer series called Liquid Visions, aiming to bring “big flavour, bold design and fresh excitement back to the beer aisle” with the new cans.
Hidden branding and global artwork
The series combines BrewDog’s brewing expertise with artwork from global artists, but the cans do not feature the company logo on the front of pack. The first two beers are rolling into Tesco this week, with a wider grocery rollout planned later. They are Dive Bar, a 6% abv IPA with “tropical notes of peach, honeydew melon and creamy coconut,” and Krush Test Dummy, an 8% abv double IPA offering “tropical intensity, lush stone fruit and a silky-smooth juicy body.”
These first two beers feature artwork by Aberdeen illustrator Chris Whyte and Barcelona-based illustrator Jordi Ros respectively. Later this month, Pacific Parallax, a 6.3% abv double dry hopped pale ale brewed with New Zealand hops and featuring artwork by Bristol illustrator Andy Bourne, will join the range. A 7% abv IPA called Strange Bines, featuring artwork by German-based artist Simon Prades, is set to launch in October.
The cans display artwork from global artists, but do not feature the BrewDog branding on front of pack.
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Price point and retail strategy
The new brews are priced at £4.25 for a 440ml can. They are designed to provide an “easy entry point into premium craft beer while giving retailers a high-impact, flavour-forward range that brings colour, creativity and energy to the category.”
BrewDog continues to demonstrate the strength of its brand and the power of its consumer-led innovation, according to Rajnish Ohri, international president at BrewDog owner Tilray Brands. Liquid Visions is “an important retail launch” that would combine “award-winning craft, distinctive design and strong grocery execution to create a compelling new platform for consumers and retail partners,” Ohri said.
This comes after BrewDog’s off-trade sales slid by 9.4%, to £185.7m, over the past year, according to NIQ data.