Brewdog is venturing into the sauces and seasoning category with the launch of its new BrewDog Kitchen range of products.

The independent brewer has debuted a selection of rubs, sauces, seasonings, relishes and a wings batter mix, inspired by BrewDog’s headliner brews.

Available from 7 April, the new range has launched in Tesco stores, before being rolled out on its website and in BrewDog bars, with further grocery listings planned.

The line includes products such as ‘Hazy Jane Tropic Rub’, ‘Cajun Fries Seasoning’, ‘Wingman Buffalo Sauce’, Pink IPA BBQ Sauce and Lost Lager Patriot Mustard’.

“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,” said BrewDog chief operating officer Lauren Carrol.

“When asked what they wanted to see next from BrewDog in grocery, our shoppers highlighted table sauces, relishes and marinades as the most wanted and we always aim to deliver.

“With 71% of meal occasions eaten at home and 50% using condiments and table sauces 2-3 times per week, it’s hardly a secret that beer and food together is one of life’s greatest pleasures.

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“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.”

The beer brand said that the launch also offers an opportunity to align both sides of the business, both on- and off-trade.

Carrol added: “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, so 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”.

The launch follows BrewDog’s innovations within its grocery arm, including the launch of three new hero beers, Wingman, Shore Leave, and Black Heart, in 2023.

It now claims that Black Heart has now taken 10% of Guinness’ share in UK supermarkets, while sales from its grocery division had already edged up 2% from 2023 in the first half of 2024.

BrewDog’s UK grocery volumes rose 10% year-on-year, outperforming the total grocery beer volume market by 13 percentage points.