Discount Retail Chain Aldi Süd Germany (German family owned)and the experimental beer brand BrewDog are continuing their successful partnership in Germany. After four successful joint campaigns in the past two years, there will also be a joint, exclusively brewed beer in 2023. Hop Fiction, a tropical fruity, light beer, will find its way onto the shelves of over 2,000 Aldi Süd stores in April.
Fruity Pale Ale for the warm season
BrewDog has brewed a clear pale ale in Berlin with notes of pineapple, mango and passion fruit combined with citrus notes. A fine pine note rounds off the taste experience, the light malt character corresponds with a pleasant bitterness. Hop Fiction not only scores with its outstanding taste, BrewDog and Aldi Süd have also come up with something special for the own private label design: the pink tin with yellow accents and distinctive shadow lettering catches the eye.
"We at BrewDog are pleased to continue our successful partnership with Aldi South and to build on the success of our ALD IPA collaboration," says Martin Balke, Head of Sales BrewDog Germany, who initiated the collaboration. "After last year's Hazy IPA, we are providing the necessary variety with a Pale Ale."
"With Hop Fiction, we can offer our customers a super fruity beer for spring and summer. It combines the perfect entry point for a Pale Ale with very distinct, taste characteristics of this beer style. The can design is a tribute to this beer," adds BrewDog Germany CEO Adrian Klie.
Back in March 2021 and September 2022, BrewDog and Aldi Süd launched a joint beer on supermarket shelves with ALDI IPA. Hop Fiction is brewed exclusively for Aldi Süd, where it will be available as an exclusive item for six months from May 2023. It comes in a 0.33 liter can and is available now.
About BrewDog
BrewDog was founded in 2007 when two men and a dog set out on a mission to revolutionize the beer world. Tired of the uninspiring beer scene in the UK, the two founders, Martin Dickie and James Watt, started brewing their own beer as homebrewers and getting their friends as excited about beer as they are. Today, BrewDog is the market leader in craft beer and one of the fastest growing companies in the UK. BrewDogs Punk IPA is the number 1 craft beer in the UK and Europe.
Since 2020, BrewDog has been brewing the complete headliner range for Germany, Punk IPA, Pale Ale, Elvis Juice, Kiezkeule and Lost Lager, as well as many special bottlings for the German and international market at the brewery in Berlin-Mariendorf. BrewDog now exports beers to over 60 countries and operates over 100 bars worldwide as well as breweries in Ellon (Scotland), Columbus, Ohio (USA), Berlin and Brisbane (Australia). BrewDog has been Co2 negative since 2020. This means that the company removes twice as much CO2 from the atmosphere as it emits its.
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