Twitter banter results in Aldi launching BrewDog’s ALD IPA

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Craft beer fans will be heading to Aldi after the supermarket revealed it will be stocking ALD IPA, a beer born out of Twitter banter between best-selling independent brewer, BrewDog and the leading supermarket. No, you’re not reading that with your beer goggles on!

The eponymous beer 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 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.

The brew-tiful 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 just £1.39 per can (330ml).

The hilarious Twitter exchange that sparked the creation of this beer was followed with anticipation by tens of thousands of people[2]. As the 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. BrewDog 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.

Julie Ashfield, Managing Director of Buying at Aldi UK, says: “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.”

James Watt, co-Founder of BrewDog comments: “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!”

For those that fancy themselves a bit of a hop-head and want to get their hands on ALD IPA, head to Aldi stores from October 15th to pick up a can. Shoppers will need to get in there quick though – as with all Specialbuys, once they’re gone, they’re gone!