12 Sep 2018
This week will see Tesco & Booker launch the first exclusive product for customers since joining forces. BrewDog’s newest craft lager creation has been developed in collaboration with Tesco & Booker and will arrive in stores and bars this week.
Lost Lager is destined to be a crisp, clean pilsner with hints of spice and a zesty lime marmalade character. The merger of Tesco and Booker has seen supplier growth and demand for more products across both businesses. Tesco’s longstanding relationship with BrewDog has helped see both companies grow sales in the craft beer sector. Together with Booker we can now offer exclusive BrewDog beers to customers, pubs, clubs, restaurants and hotels.
BrewDog has spent months dialling in a brand new dry-hopped pilsner that has, at its heart, two secret weapons. The first is the contemporary German hop variety Saphir – renowned for a vibrancy of citrus and stone fruit. The second is the deployment of lager yeast from the world-beating Weihenstephan brewery in Germany.
James Watt, Co-founder of BrewDog said:
“At BrewDog, we have a singular mission in life – to make other people as passionate about great craft beer as we are. The rise in craft beer around the world has been driven by two hugely important factors – flavour and creativity. With Tesco & Booker supporting the craft beer industry, it helps even more people discover the variety of beer available, the quality, the diverse flavour profile on offer, and the passion of our industry.”
Dom Hill, Tesco Lager Buyer, added:
“The combined Tesco and Booker business allows us to bring together the retail and wholesale expertise of our two businesses, and access new opportunities for growth. Lost Lager from BrewDog is a perfect example of creating high quality products for our customers at Tesco & Booker”.
Britain’s thirst for craft beer shows no sign of slowing down. It’s a category that is popular with both millennial and older drinkers looking for a more artisan experience and exciting flavours. The exclusive to Tesco and Booker Lost Lager packs, will be available for retail customers from 12 September.
NOTES TO EDITORS:
Tesco – In all stores 12 September 2018
- 4 x 330ml bottle
- 6 x 330ml can
- 12 x 330ml can
- 660ml bottle
A single 330ml can of Lost Lager is currently available in an 8 x can multipack BrewDog beer selection, at other retailers.
- Wholesale – 12 x 330ml can – sold for on-trade customers as pack not individual cans
Tesco already stock over 30 different craft beers in more than 400 high street stores across the country.
- BrewDog was founded in 2007 by James Watt & Martin Dickie has been a supplier to Tesco since
Tesco and Booker merged completed their merger in March 2018.