Punk IPA Cans, Hardcore IPA and 5am Saint to launch in Sainsburys

Published - 10.03.2011 Comments (33)

We are delighted to officially announced the launch of our flagship beer, Punk IPA in cans in Sainsbury's stores nationwide. The 330ml cans will be available exclusively from Sainsbury’s for 12 months and the retailer will now also stock our popular 5AM Saint red ale and world beer cup winning 9.2% ABV Hardcore IPA.

Hardcore IPA wins Gold at the 2010 World Beer Cup

The deal, based on the strong sales of Punk bottles in Sainsbury's, makes the retailer a key partner for BrewDog with Punk IPA, 5am Saint and Hardcore soon to be available in 350 Sainsbury’s outlets all over the UK.

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Punk IPA has been our most successful beer so far, and the launch of Punk in cans is a landmark moment for us and for the insurgency of craft beer in the UK drinks market. We want to make everyone as passionate about beer as we are and in addition to the can launch, the fact that Sainsbury’s is now stocking a 9.2% ABV IPA proves that we’re already making great headway. Industrial beer’s days are numbered.

Punk IPA will be the only craft beer available in cans in the UK, with the packaging completely eliminating the risk of light damage to the beer, whilst reducing environmental impact and being easier to transport and recycle.

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We hosted a poll on our website, with 87% of drinkers voting that the introduction of Punk IPA in cans was a good idea.

Punk IPA in cans, Hardcore IPA and 5am Saint will be available from most Sainsbury’s stores, nationwide from 23rd March.

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Comments (33)

Jock Dryburgh 15.03.2011 @ 8:58am

I went to Sainsbury's looking for the dog in a can and they said 'Sorry, we've sold out'. I said, 'That's ok, so has Brewdog'. (Hey, lighten up a little :-D )

Paul 14.03.2011 @ 1:55pm

Just a shame that the beer in the cans is not urtyp Punk.But that would have nothing to do with its lower ABV saving you duty.Or the supermarkets been more inclined to stock lower ABV beers.Or the reduction in IBU making it more approachable to a larger market.Nothing whatsoever to do with increased profit.The original Punk IPA was an amazing beer. How you have the temerity to call a completely new beer the same name escapes me. Nice trick with the bottle labels - did you think no one noticed?

neil, eatingisntcheating.blogspot.com 14.03.2011 @ 11:30am

I've read elsewhere it is 350 sainsburys nationwide. Do you know which ones? and when will hardcore ipa etc actually appear on the shelves? No sign of them in my sainsburys yet, just punk in bottles.

Tom Mann 14.03.2011 @ 10:52am

This isn't the first time Sainsburys has stocked hardcore.

CCAS 14.03.2011 @ 9:08am

I am looking forward to the canned and unpasturised PUNKIPA in a can. I had a pint of draft PUNK IPA recently and it was excellent a stark difference when compared to the thin watery over bitter and metallic tasting bottled PUNKIPA. Is this due to the pasturisation process, or just the beer degrading due to poor storage?

Freya 13.03.2011 @ 6:26pm

While there are actual guidelines of what constitutes a craft beer in the US, in the UK it's far more open to liberal interpretation. This article is an interesting and well-written piece on precisely that subject. http://ohgoodale.wordpress.com/2011/02/11/doubledoublegood-doubledoublegood/I'm a tad concerned about the 'exclusive to Sainsbury's' blurb regarding Punk cans. Does this mean the ones I'm currently stocking don't exist? Or that I won't be able to re-order because they're all earmarked for the supermarket? James, if you could clarify ;)

James, BrewDog 13.03.2011 @ 10:24am

@Graham - consistency is the goal of Budweiser and Heiniken. On our basic, small batch system it is impossible to be completely consistent.We do have a strict QC system which monitors key parameters and every batch is also tested against these parameters by an external lab (a science one as opposed to a hound!).

grahamf4 13.03.2011 @ 8:18am

I hope that Punk in a can will be a consistent beer. I love the beer but prefer bottles. There are issues with the consistency of the beer in bottles e.g. carbonation, hop bill, therefore bitterness, level of fill in the bottles. Is this down to the old proverb of too many cooks spoil the broth? How many brewers do Brewdog employ? How many brew Punk? Who is in charge of the bottling line or is some of that contracted out? I could understand if variation in the quality of this marvellous wee beer was part of the Brewdog "punkish" philosophy but I doubt that very much considering the exposure they are gaining for their beers. There is a need to make sure that the product is standardised, which should only be based on pride, self-respect latterly the aforementioned exposure. I would actually think that quality control is far easier now than it was for these guys as it will be much more of an assembly line now. Here's hoping G

Barm 13.03.2011 @ 12:26am

Wow, Adrian is the last person alive who think the Sex Pistols are cool.

BringBackChaosTheory(Again) 12.03.2011 @ 5:32pm

Well put Pete O. P.S. I think Punk tastes great in cans and this deal is a great step forward for Brewdog.

Pete O 12.03.2011 @ 2:01pm

Ben, grow up you cock...

Adrian 12.03.2011 @ 10:01am

Is a Sex Pistols cd any less cool or any less punk because you can buy it in Tesco? No

Ben 12.03.2011 @ 9:33am

This seems like a pretty good victory for the faceless corporate giants brewdog so vocally oppose. Well done sainsburys and well done to brewdog for selling out on your beliefs so spectacularly. Looks like this intrepid David had joined the world of goliaths.I guess now the small time independent booze retailors who helped make brewdog the success it is can stop stocking your most popular beers. Deals with britains largest supermarket chains, how very punk. Way to stick it to the man.

Jock Dryburgh 12.03.2011 @ 9:04am

When does a 'craft beer' stop becoming a 'craft beer' and what is the definition of 'craft'?

Jock Dryburgh 12.03.2011 @ 9:01am

In saying that, I prefer bottles over cans any day. There's just something so 'mass produced', clinical and wimpy about cans - but that's just a feeling and an opinion.

Jock Dryburgh 12.03.2011 @ 8:48am

Ya beauty!! I can see Sainsbury's from my house and the walk just got more worthwhile.

Anders Hak 11.03.2011 @ 6:51pm

@Magnus Thanks for anserw.

Simon T 11.03.2011 @ 5:40pm

Tangelfoot a craft beer?Hahahahahahah! Have you ever tasted it?New Punk in cans rock. I am going to drink at least 4 tonight.

Wilson 11.03.2011 @ 4:51pm

Rebel - Tangle foot is filtered, pasturised boring brown bitter brewed by a brewer that only cares about thier bank balance. So theres nothing wrong with BrewDog's statement that Punk is Britians only caft beer in can.

Tiny Rebel Brewing - Coming Soon 11.03.2011 @ 2:57pm

A quote from your blog:"Punk IPA will be the only craft beer available in cans in the UK,"In my opinion this statements is 'A LIE'. However it depends on what you/the public class as a craft beer. Badger Brewery's 'Tangle Foot' has been avaliable in cans for a while now from local supermarkets. So who is to say that Tanglefoot isn't the first craft beer in a can to be released in the uk??

JB 11.03.2011 @ 2:57pm

Just a shame it's the dumbed down version of Punk - 'all snout and no trousers' as one blogger famously wrote. I've resorted to laying in a stock of the original so not bothered about the cans but whats in them. Hardcore has been an 'own label' in Tesco's for some time.

Stephanos 11.03.2011 @ 1:12pm

Will you have a distributor in Northern Ireland outside of Sainsburys as there are only three here and they're all over an hours drive away (not that I even have a car...)

Eamonn 11.03.2011 @ 11:45am

Wow. As someone who's been fairly critical of Brewdog in the past, I doth my hat to you guys for getting Hardcore IPA into Sainsburys - incredible news. Well done.

Charlie 11.03.2011 @ 10:48am

My local East London Tesco (as of yesterday) has started stocking Brewdog! Only 77Lager though. Any ideas how they can be encouraged to stock a wider selection?

Magnus 11.03.2011 @ 9:04am

@Anders HakHardcore IPA and 5 A.M. Saint can be ordered from Systembolaget but they are only avilable through beställnigssortimentet.

Charlie Sheen, La La land 11.03.2011 @ 8:58am

YAAS, the weekly shop just got a whole lot more interesting and reward points to boot, yaldy! Do you know if Sainsburys also stock tiger blood?

Skippy 11.03.2011 @ 6:59am

I hope this is available in the little Sainsbury's, theres a very small selection of real stuff, then an aisle of Stella and co and no Brewdog :( And no big Sainsbury's anywhere

Calum Thornton 11.03.2011 @ 5:35am

is hardcore IPA the same IPA that Tesco sell in their finest range

Tom Mann 10.03.2011 @ 11:38pm

Hooray for being able to use my Sainsburys staff discount card to make Hardcore even cheaper.

Dave 10.03.2011 @ 9:23pm

Thats good news. Would be good to have an easy way to grab a few Hardcores.

Matt 10.03.2011 @ 7:17pm

Go BrewDog! (And Sainsburys). The Punk cans will be added to my weekly shopping list.Great to see Hardcore and 5am in there too

Adrian 10.03.2011 @ 7:16pm

Awesome news. Can't wait. My fav supermarket just got better!

Anders Hak 10.03.2011 @ 6:26pm

Hello. Are you gonna ship this to Sweden?Is this brewed at your brewery, ore is it brewed somewere else?Sorry for my poor englihs but i'am from Sweden.By from Anders Hak