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Brewdog and Aldi collaborate on new IPA - after mocking each other on Twitter

Banter on Twitter between Brewdog and supermarket Aldi has led to the creation of a limited-edition beer.

The brew was first mooted as a joke, after shoppers commented on the resemblence between Aldi's Anti-Establishment beer and Brewdog's flagship Punk IPA. After a mocking suggestion from Brewdog to make a 'Yaldi IPA', the supermarket - known for its 'like brands' approach - said: "We would have gone with ALD IPA, send us a crate and we'll talk."

Tens of thousands of people followed the Twitter exchange with anticipation -and two months on, the spoof-turned-serious brand is being sold exclusively in Aldi stores.

The ALD IPA, Brewdog's first ever exclusive creation for a supermarket, will be available as a 'Specialbuy' from 15 October. The 4.7% ABV session IPA is based on Brewdog's Hop Fiction recipe and will close £1.39 per can - but there is only a limited stock available.

For every case of the beer sold, Aldi and Brewdog will each donate a tree to be planted in the Brewdog Forest, located in the Scottish Highlands. It follows Brewdog's announcement earlier this year that it is turning its business "carbon negative".

Graham Nicolson, group buying director at Aldi Scotland, said: "We couldn't resist stocking ALD IPA, which supports our mission to work with the UK's best independent suppliers. Plus, with customer enquiries through the roof after the conversation broke on Twitter, it really was a no-brainer to give our shoppers what they want."

James Watt, co-founder of Brewdog, said: "ALD IPA has been one of our favourite collaborations to date; it's definitely one no one saw coming! From a mock-up on Twitter to being stocked at Aldi stores across the UK, the response has been incredible."

14 October 2020 - Bethany Whymark