BrewDog has launched a new range called P.O.P. Soda in a bid to eco-consciously enter the soft drinks market, exclusively launching at Big 4 grocer Tesco
The Scottish craft beer brand clarified P.O.P stands for “Planet Over Profit” soda as all profits from the drink will be donated to “worthy causes” including climate change initiatives.
The soda product in single and multi-pack options this month, with a U.S. rollout expected later this year.
The range consists of four variations to “challenge the traditional and bland flavours currently available on shelf”. The flavours include Dark Cherry, Jagged Grapefruit. Citizen Cola, and Hazy Lemon with RRP at £4 for a six-pack of 330ml cans.
BrewDog’s first step in the soft drink industry aims to appeal to customers who abstain from drinking or are looking to reduce their alcohol intake.
“Our mission has always been to rewrite outdated old world thinking with bold new world behaviours,” BrewDogbrand & marketing director Lauren Carrol.
“So, just like we revolutionised craft beer with our Punk IPA, we want to do the same for the world of soft drinks.”
Carol added: “P.O.P Soda is more than just a pop drink. We’re giving everyone the chance to contribute to the fight against climate change by simply picking up a can of P.O.P Soda and collectively taking action to stop the climate crisis.”
The news comes after BrewDog chief executive officer James Watt admitted via LinkedIn that the company had broken US federal laws with beer exports in the UK.
Last month, BBC’s Disclosure programme revealed Watt was also accused of “abuse of power in the workplace” by making female bartenders feel “uncomfortable” and “powerless”.