Independent craft beer brand Brewdog is set to expand into the soft drinks market with the launch of its own range called P.O.P Soda. Standing for Planet Over Profit Soda, the new range is launching exclusively with Tesco in single and multipack formats with 100% of P.O.P Soda’s profits being donated to climate change initiatives.
In response to the growing trend towards low and non-alcoholic drinks, Brewdog’s new P.O.P Soda will appeal to consumers who are either adopting a teetotal lifestyle or wishing to moderate their drink intake.
As well as being better for you and the planet, Brewdog plans to put 100% of the profits from P.O.P towards funding solutions to help tackle the climate crisis.
The range comprises four bold and distinct varieties to challenge the traditional and bland flavours currently available on shelf:
DARK CHERRY
Morello cherries and dark chocolate interlace with a classic cola baseline, combining a deep fruity ripeness with hints of cocoa and bitter chocolate.
JAGGED GRAPEFRUIT
Beautifully fresh and zesty pink grapefruit notes work wonders alongside sweet and tangy blood orange, combining pithy bitterness with subtle tartness.
CITIZEN COLA
The next generation cola is here. Liquorice, cardamon and vanilla complement the iconic cola foundations, elevating this beloved soft drink to unchartered heights of flavour.
HAZY LEMON
Lemonade dialled up to 11. With zesty, fresh Sicilian lemons and fragrant lemongrass aplenty, we’ve bought this classic soft drink into the 21st century with more flavour than ever before.
Lauren Carrol, Brand & Marketing Director at BrewDog, said: “Our mission has always been to rewrite outdated old world thinking with bold new world behaviours. So, just like we revolutionised craft beer with our Punk IPA, we want to do the same for the world of soft drinks. P.O.P Soda is more than just a pop drink. We’re giving everyone the chance to contribute to the fight against climate change by simply picking up a can of P.O.P Soda and collectively taking action to stop the climate crisis.”
In 2020, BrewDog achieved carbon negative status, the world’s first brewery to reach the milestone and now it’s time for the brewer to fund solutions to the climate crisis. P.O.P Soda will fund transformational projects that drive tangible action and change.
The launch will be supported by a marketing campaign, including digital, social media, PR and in-store PoS.
P.O.P Soda will be available exclusively in Tesco, BrewDog.com and in BrewDog bars nationwide for RRP £4 for a pack of six 330ml cans.
*Source: The Grocer adult soft drinks feature, December 2021