BrewDog’s ‘spoof’ Aldi beer to stock in 2,000 German Aldi stores with a tree planted for every sale
Last year, BrewDog created a ‘spoof’ Aldi beer in response to the retailer selling a ‘copycat’ of the brewer’s famous Punk IPA. Aldi UK then sold the ‘spoof’ beer in stores. Now, the beers will be sold in 2,000 German Aldi stores too, with a tree planted for every case sold.
BrewDog’s CEO and co-founder, James Watt, has announced that Brewdog’s “fake” Aldi beer – intended as a response to the discount retailer making its own ‘copycat’ version of the brewery’s PUNK IPA – will now be sold in 2,000 Aldi stores in Germany, as well as the UK.
The best news? For every case of the spoof beer that is sold, a tree is planted in the “BrewDog Forest”.
Aldi said at the time of the initial release of the spoof beer that it was “thrilled to be working with best-selling independent brewer to create a product everyone from hop-heads to novices are bound to love.”
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Watt said at the time, “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.”
The beer is a 4.7% session IPA, based on BrewDog’s beloved Hop Fiction recipe.
You can read our initial story on the unlikely collaboration here.
