Collaboration between Brewdog and supermarket to help environment
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A beer born out of a Twitter exchange between Ellon brewer Brewdog and the supermarket Aldi is being stocked by the retailer and is set to help the environment.
ALD IPA was first created as a joke tweet after shoppers commented on the resemblance between Aldi’s Anti-Establishment beer and Brewdog’s popular Punk IPA.
Brewdog initially suggested it would create Yaldi IPA in a 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..."
Now just two months on, what started as a spoof brand is being sold exclusively at Aldi stores.
The ALD IPA will be available as a special buy from Thursday, October 15 and is Brewdog’s first exclusive creation for a supermarket.
A 4.7% session IPA, it is based on Brewdog’s Hop Fiction recipe.
As the social media conversation unravelled, it was decided that for every case sold, Aldi and BrewDog will each donate a tree to be planted in the Brewdog Forest located in the Scottish highlands.
The brewery announced earlier this year that it is now a carbon negative business as it takes twice as much carbon out of the air as it emits.
Group buying director at Aldi Scotland Graham Nicolson said: “We couldn’t resist stocking ALD IPA, which supports our mission to work with the UK’s best independent suppliers.
"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.”
Co-founder of Brewdog James Watt said: “ALD IPA has been one of our favourite collaborations to date, it’s definitely one no one saw coming.
"From a mock-up on Twitter, to being stocked at Aldi stores across the UK, the response has been incredible.
"Most importantly, both Brewdog and Aldi have agreed that for every case sold an extra tree will be planted in the Brewdog Forest. A win-win for our customers, and the planet.”
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