BrewDog has teamed up with budget supermarket to launch a limited edition IPA after the two brands got into a bit of a spat on Twitter.
The funny social media exchange between the two companies took place after shoppers drew similarities between Aldi’s Anti-Establishment Beer and BrewDog’s Punk IPA.
BrewDog initially suggested it would create ‘Yaldi IPA’ in a mocking social media post. However, the supermarket, which is known for its ‘Like brands’ approach, responded with: ‘We would have gone with ALD IPA, send us a crate and we’ll talk…’
The crate must have done the trick because now just two months on, what started as a spoof brand is being sold exclusively at Aldi stores.
ALD IPA will be available as a Specialbuy from Thursday 15th October and is BrewDog’s first ever exclusive creation for a supermarket.
A 4.7% session IPA, it is based on BrewDog’s beloved Hop Fiction recipe and will cost £1.39 per can (330ml).
For every case bought, both BrewDog and Aldi will donate a tree to BrewDog’s Forest, supporting the brewer’s commitment to reducing carbon and fighting climate change.
‘We couldn’t resist stocking ALD IPA, which supports our mission to work with the UK’s best independent suppliers,’ says Julie Ashfield, managing director of buying at Aldi UK.
‘Plus, with customer enquiries through the roof after the conversation broke on Twitter – it really was a no brainer to give our shoppers what they want.’
IPA lovers will want to get their hands on a can of this quickly, because they won’t be around forever.
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