Ellon-based BrewDog has teamed up with convenience retailer Spar to launch Sprucy Lucy, a 4.5% West Coast Session Pale Ale.
On shelves from 26 September, Sprucy Lucy combines seven different hops to give it a distinctly resinous taste in a nod to the pine tree that features in the Spar logo, which also makes an appearance on the green, red and white can.
Available in a 4 x 330ml can multipack, Sprucy Lucy will retail at £6.49 and will be promoted via in-store shopper marketing and across both BrewDog and Spar’s social and digital channels.
The partnership goes beyond a simple co-branded product, as David Cooke, group commercial director at north of England Spar wholesaler AF Blakemore, explained.
“Many people are unaware that Spar was founded in the Netherlands in 1932,” he said. “The name was originally De Spar, an acronym for ‘Door eendrachtig samenwerken profiteren allen regelmatig,’ which translates as ‘Everyone benefits from joint collaboration’. So, the ethos of collaboration is in our DNA!
“De Spar is also Dutch for The Spruce, the origins of the Spar logo and the inspiration for Sprucy Lucy.”
