Created in collaboration with All About Food, which has previously helped on the development of retail ranges for Nando’s, Wagamama and Pizza Express, the BrewDog Kitchen range encompasses rubs, sauces, seasonings, relishes, and a chicken wing batter mix.
Flavour profiles are drawn from BrewDog’s Punk IPA, Hazy Jane, Lost Lager, Wingman, Black Heart and Elvis Juice beers.
It launched into Tesco yesterday (7 April), with a wider grocery rollout planned for the coming months.
The range will also be sold in BrewDog bars, with products featuring in recipes on its food menu.
“The move has come from years of research where we identified a clear appeal for shoppers to match their in-bar experience within their own homes,” says Lauren Carrol, BrewDog COO.
“When asked what they wanted to see next from BrewDog in grocery, our shoppers highlighted table sauces, relishes and marinades as the most wanted and we always aim to deliver.
“The launch also presents an opportunity to align both sides of our business.
“Our research showed that 40% of people have visited a restaurant after trying a retail product and 28% have bought a retail product after trying it in a restaurant, so by having the product range available in grocery outlets as well as in our bars, we’re hoping to grow brand awareness and encourage people to explore parts of our brand that they may not have previously experienced.”
The launch will be supported by PoS and digital marketing, as well as influencer partnerships.