BrewDog introduces a range of table sauces, relishes, and seasonings
BrewDog has introduced a variety of beer-inspired sauces and spice blends in the UK to improve the “at-home beer drinking experience”.
The line, called BrewDog Kitchen, includes a range of seasonings, rubs, relishes, table sauces and a batter mix for wings.
It uses the flavours of brews including Elvis Juice, Wingman, Black Heart, Lost Lager, Hazy Jane, and Punk IPA.
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.
Lauren Carrol, chief operating officer at BrewDog, noted how the move has come from years of research where it identified a clear appeal for shoppers to match their in-bar experience within their own homes.
“When asked what they wanted to see next from BrewDog in grocery, our shoppers highlighted table sauces, relishes and marinades as the most wanted [1] and we always aim to deliver.
“With 71% of meal occasions eaten at home [2] and 50% using condiments and table sauces 2-3 times per week [3], it’s hardly a secret that beer and food together is one of life’s greatest pleasures. 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.”
“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 [4], 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.
“We’ve been working really hard with All About Food and collaborating with our BrewDog bar teams to emulate the next level beer-pairing food menu we’ve honed over the past decade, so we couldn’t be more excited to launch BrewDog Kitchen. And there’s no need for guesswork. We’ve stamped the ideal beer onto every pack, so slam-dunk pairings are guaranteed.”
1 Vypr Steer May 2023 – Choice of categories list – 505 respondents, responses from 391 respondents who expressed an interest in BrewDog grocery range – excludes respondents who said ‘None of these’.
2 Kantar Usage 52 w/e 29.12.24
3 Innovation Market insights – Sauces and Seasonings Industry Trends in the UK – November 2024
4 Lumina Intelligence, December 2022
