BrewDog launches SPAR-exclusive piney pale

Leading craft beer brand BrewDog has teamed up with the convenience store chain SPAR to create an exclusive beer.

On shelf from 26 September, Sprucy Lucy is a 4.5% highly drinkable West Coast Session Pale, combining no fewer than seven hops for a veritable forest of piney notes.

“This exclusive launch brings together two iconic brands in BrewDog and SPAR, because we believe we are better together. We were honoured to collaborate with SPAR on this unique 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,” Lauren Carroll, chief marketing officer at BrewDog plc, commented.

“This is a truly spruced up session pale using no fewer than seven different hops, where many beers use just three or four, to ensure it is bursting with flavour.”

David Cooke, group commercial director, AF Blakemore, added: “This partnership goes beyond a simple co-branded product. It brings to life the core of the SPAR brand. Many people are unaware that SPAR was founded in the Netherlands in 1932, and the name was originally De SPAR an acronym for “Door Eendrachtig Samenwerken Profiteren Allen Regelmatig," which translates as "Everyone benefits from joint collaboration”. So the ethos of collaboration is in our DNA!

“De Spar is also Dutch for The Spruce, the origins of the SPAR logo and the inspiration for Sprucy Lucy, not only through the pack design but more importantly by making the beer with 7 hops, our customers will taste a delicious beer that has piney and resinous notes.

“It really is a delicious and great quality beer and perfect to drink as the Autumn nights draw in. We are delighted to see such a great partnership with between SPAR and BrewDog, and I’m looking forward to seeing the activation in stores and hearing customer feedback. I’m confident that our shoppers are going to love Sprucy Lucy just as much as we do, and I hope this is the start of many collaborations with BrewDog.”

Available in a 4 x 330ml can multipack, Sprucy Lucy will retail at £6.49 and will be promoted via in-store shopper marketing and across both BrewDog and SPAR’s social and digital channels.