BrewDog has launched a new line of beer-inspired sauces and spice mixes in the UK, aiming to enhance the “at-home beer drinking experience.”
This innovative range, dubbed BrewDog Kitchen, includes a selection of table sauces, relishes, rubs, seasonings, and a wings batter mix.
Inspired by popular brews such as Punk IPA, Hazy Jane, Lost Lager, Wingman, Black Heart, and Elvis Juice, these products draw on the rich flavor profiles fans have come to enjoy.
In an official statement, the brewer announced that the BrewDog Kitchen range became available nationwide on April 7 at Tesco stores and online at BrewDog.com.
Furthermore, BrewDog plans to offer these products in BrewDog bars, with additional listings expected at other grocery retailers in the upcoming months.
Featured products in 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.
BrewDog’s Chief Operating Officer Lauren Carrol stated: “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.”
She elaborated, “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.”
According to information provided by BrewDog, individual 25g packs of rubs and seasonings in the BrewDog Kitchen line are priced at £1.15 ($1.47) each.
Moreover, sauces are available in 240ml bottles for £2.50 each, while relishes can be purchased in 275g packs for the same price. The batter mix comes in 150g packs, priced at £2.
This new product line was developed in collaboration with All About Food, which manages the licensing of restaurant brands in the retail space.
Notably, All About Food also holds licenses for other popular brands, including restaurant chains Nando’s, Wagamama, and Pret.
Carrol further emphasized the strategic significance of entering the retail food sector, stating: “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. 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.
Employing over 2,700 individuals, the company operates more than 120 bars, hotels, and venues worldwide.
BrewDog engages in brewing operations in Ellon, Columbus (Ohio), Berlin, and Brisbane, distributing its products to over 60 countries.
The launch of the new range coincides with a leadership transition at BrewDog in March.
Recently, 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 with BrewDog since November 2023 as its financial chief, assumed the CEO position immediately.
