Calendar An icon of a desk calendar. Cancel An icon of a circle with a diagonal line across. Caret An icon of a block arrow pointing to the right. Email An icon of a paper envelope. Facebook An icon of the Facebook "f" mark. Google An icon of the Google "G" mark. Linked In An icon of the Linked In "in" mark. Logout An icon representing logout. Profile An icon that resembles human head and shoulders. Telephone An icon of a traditional telephone receiver. Tick An icon of a tick mark. Is Public An icon of a human eye and eyelashes. Is Not Public An icon of a human eye and eyelashes with a diagonal line through it. Pause Icon A two-lined pause icon for stopping interactions. Quote Mark A opening quote mark. Quote Mark A closing quote mark. Arrow An icon of an arrow. Folder An icon of a paper folder. Breaking An icon of an exclamation mark on a circular background. Camera An icon of a digital camera. Caret An icon of a caret arrow. Clock An icon of a clock face. Close An icon of the an X shape. Close Icon An icon used to represent where to interact to collapse or dismiss a component Comment An icon of a speech bubble. Comments An icon of a speech bubble, denoting user comments. Ellipsis An icon of 3 horizontal dots. Envelope An icon of a paper envelope. Facebook An icon of a facebook f logo. Camera An icon of a digital camera. Home An icon of a house. Instagram An icon of the Instagram logo. LinkedIn An icon of the LinkedIn logo. Magnifying Glass An icon of a magnifying glass. Search Icon A magnifying glass icon that is used to represent the function of searching. Menu An icon of 3 horizontal lines. Hamburger Menu Icon An icon used to represent a collapsed menu. Next An icon of an arrow pointing to the right. Notice An explanation mark centred inside a circle. Previous An icon of an arrow pointing to the left. Rating An icon of a star. Tag An icon of a tag. Twitter An icon of the Twitter logo. Video Camera An icon of a video camera shape. Speech Bubble Icon A icon displaying a speech bubble WhatsApp An icon of the WhatsApp logo. Information An icon of an information logo. Plus A mathematical 'plus' symbol. Duration An icon indicating Time. Success Tick An icon of a green tick. Success Tick Timeout An icon of a greyed out success tick. Loading Spinner An icon of a loading spinner.

BrewDog and Aldi call time on Twitter spat with new beer collaboration

To go with story by Clare Johnston. Aldi/BrewDog collaboration Picture shows; ALD IPA beer produced by BrewDog for Aldi. Unknown. Courtesy Aldi/BrewDog handout Date; Unknown
To go with story by Clare Johnston. Aldi/BrewDog collaboration Picture shows; ALD IPA beer produced by BrewDog for Aldi. Unknown. Courtesy Aldi/BrewDog handout Date; Unknown

In the best tradition of good ideas coming from anywhere at any time, the north-east brewer and the discount supermarket have capitalised on a social media exchange by joining forces…

It started back in August with a Twitter spat that saw BrewDog hit out at Aldi’s ‘Anti-Establishment IPA’ beer, which looked a little too familiar for the Scottish brewer’s liking.

Having spotted what looked to him like ‘Aldi’s take on Punk IPA’, BrewDog co-founder James Watt took to the social media platform to poke fun and make a point.

But, with an entrepreneurial eye for opportunity, James ended his Twitter post with a suggestion that maybe Aldi might be interested in a collaboration.

And, when the response came, it seemed they were – but with a different label in mind.

The plot then thickened when James revealed that the Twitter flurry had not only ended up pushing a door open with Aldi, but it had opened one with supermarket giant Tesco too.

The humorous spat also led to both Aldi and BrewDog agreeing that for every case sold they would each donate a tree to be planted in the BrewDog Forest in the Highlands.

Now the 4.7% session IPA, based on BrewDog’s Hop Fiction formula, will go on sale as a special promotion from tomorrow (October 15) priced at £1.39 per can.

Graham Nicolson, of Aldi Scotland, said the publicity from the Twitter exchange meant the deal was “a no brainer”.

James Watt, added: “Ald IPA has been one of our favourite collaborations to date, it’s definitely one no one saw coming. From a mock-up on Twitter, to being stocked at Aldi stores across the UK, the response has been incredible.  Most importantly, both BrewDog and Aldi have agreed that for every case sold an extra tree will be planted in the BrewDog Forest. A win-win for our customers, and the planet!”

And for a collaboration that began on social media, it was fitting that BrewDog announced production with this Tweet summarising the events of the last couple of months that led to the release in stores…

Already a subscriber? Sign in

[[title]]

[[text]]

More from The Courier Food & Drink team

More from The Courier