Brewdog: Tongue-in-cheek ‘ALD IPA’ hits supermarket shelves

BrewDog has officially launched its new tongue-in-cheek beer, “ALD IPA”, with stocks set to hit Aldi shelves tomorrow, October 15.

The new brand 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.

The supermarket chain, which is known for its “Like brands” approach, responded, saying: “We would have gone with ALD IPA, send us a crate and we’ll talk…”

Two months on, the beer is now being sold exclusively in Aldi stores.

ALD IPA will be available as a Specialbuy from Thursday, October 15, and is BrewDog’s first ever exclusive creation for a supermarket.

Commenting on the company’s latest invention, BrewDog founder James Watt told followers on Twitter yesterday: “1) @AldiUK made a fake Punk IPA.

“2) @BrewDog joked we would make a fake ALDI beer.

“3) ALDI got in touch to list the fake ALDI beer.

“4) BrewDog & ALDI agreed for every case sold they would each plant one extra tree in the BrewDog Forest.

“5) We canned this beer last week!”

A 4.7 per cent session IPA, the new drink is based on BrewDog’s “Hop Fiction” recipe and will cost £1.39 per can.

For every case bought, both BrewDog and Aldi will donate a tree to BrewDog’s Forest, supporting the brewer’s commitment to reducing carbon and fighting climate change.

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.

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