Available to order for the on-trade from Wednesday 1 February, Black Heart (4.1% ABV), is a dry-Irish style, smooth and creaming stout.
BrewDog head of customer marketing Alex Dullard said: “We believe drinking beer is about discovery and experimentation, with a mountain of different types and styles available.
“However, when it comes to stout, there really is only one choice available in most pubs and bars and has been for many years.
Something new
“As the experts in taste and quality, we have worked with our brewers to develop a classic draught stout, brewed in and for this century, that can be offered to those looking to try something new.”
To kick-start its marketing campaign, BrewDog will host a taste-test activation near Twickenham Stadium ahead of Six Nations matches where the brand will offer unmarked samples of both Black Heart and the existing market leader, inviting fans to choose their favourite.
Moreover, BrewDog has also developed a range of assets to accompany the new product launch, from font and tap handles to glassware, POS and staff t-shirts.
Much-needed vibrancy
This comes as the brand last week announced it had also expanded its pub portfolio with the opening of a new site in Wandsworth, London.
Dullard added: “In typical BrewDog style, we will be supporting the launch with a widespread tongue-in-cheek media campaign, creating noise around Stout and providing some much-needed vibrancy to the category to excite consumers and drive trial.
“Consumer testing and insight indicates Black Heart has the potential to drive further growth into the category and deliver profit for our customers, by attracting younger more affluent consumers that have all but given up on the chance of an alternative to the category leader.”
