BrewDog has launched a range of beer-inspired sauces and spice mixes in the UK to elevate the “at-home beer drinking experience”.
Dubbed BrewDog Kitchen, the range features a variety of table sauces, relishes, rubs, seasonings, and a wings batter mix.
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It draws taste profiles from brews such as Punk IPA, Hazy Jane, Lost Lager, Wingman, Black Heart, and Elvis Juice.
In a statement, the brewer said the BrewDog Kitchen range became available nationwide on 7 April at Tesco stores and online at BrewDog.com.
The brewer also plans to make the products available in BrewDog bars, with further listings in other grocery retailers expected in the coming months.
Some of the products from the range include Hazy Jane Tropic Ketchup, Black Heart BBQ Sauce, Punk IPA BBQ Sauce, Elvis Juice Hot Sauce, Wingman Buffalo Sauce, Dragon Spice Seasoning, and a batter mix.
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By GlobalDataBrewDog chief operating officer Lauren Carrol said: “The move has come from years of research where we identified a clear appeal for shoppers to match their in-bar experience within their own homes.
“With BrewDog Kitchen, we’re just taking it a step further – distilling the essence of what makes our beers so delicious and designing a range of accompaniments to home cooked dishes to sprinkle (or pour) a bit of magic into any meal”, Carrol added.
According to details provided by BrewDog to Just Food, the 25g packs of rubs and seasonings in the BrewDog Kitchen range are priced at £1.15 ($1.47) each.
The sauces are sold in 240ml bottles at £2.50 each, while the relishes are available in 275g packs for the same price.
The batter mix is packaged in 150g packs and priced at £2.
The new range was developed in partnership with All About Food, which manages the licensing of restaurant brands in the retail sector.
All About Food also holds licences for other brands such as restaurant chains Nando’s, Wagamama, and Pret.
Further discussing the brewer’s foray into the retail food sector, Carrol said: “The launch also presents an opportunity to align both sides of our business. Our research showed that 40% of people have visited a restaurant after trying a retail product and 28% have bought a retail product after trying it in a restaurant, so by having the product range available in grocery outlets as well as in our bars, we’re hoping to grow brand awareness and encourage people to explore parts of our brand that they may not have previously experienced.”
BrewDog was founded in 2007 in Aberdeenshire by James Watt and Martin Dickie and is currently headquartered in Ellon, Scotland.
The company employs over 2,700 people and operates more than 120 bars, hotels, and venues around the world.
BrewDog’s brewing operations are in Ellon, Columbus (Ohio), Berlin, and Brisbane, with its products exported to over 60 countries.
The launch of the new range follows a leadership change at BrewDog in March.
Last month, the company’s CFO James Taylor was promoted to CEO after James Arrow stepped down from the role, citing “personal reasons”.
Taylor, who has been working for BrewDog since November 2023 as its financial chief, stepped into the CEO position with immediate effect.
