Brewdog launches P.O.P Soda range

Craft beer brand Brewdog is expanding into the soft drinks market with its new P.O.P Soda range. 

Standing for "planet over profit", the range will launch exclusively with Tesco in February in single-can and multi-pack formats with 100 per cent of profits from sales being donated to climate change initiatives.

Brewdog says the launch is in response to the trend towards low-alcohol and non-alcoholic drinks, which have been growing in popularity in the UK over the past few years.

The range launches with four flavours, complemented by bold pack designs: Dark Cherry, Jagged Grapefruit, Citizen Cola, and Hazy Lemon. The launch will be supported by a marketing campaign including social media, PR and point-of-sale activations.

Lauren Carrol, brand and marketing director at Brewdog, said: "Our mission has always been to rewrite outdated old-world thinking with bold new-world behaviours. 

"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."

Brewdog became the world's first brewery to achieve carbon negative status in 2020. It was also certified as a B Corporation company in February 2021, a status awarded to businesses that are assesed to be operating at high environmental and social standards.

But the global brand has recently been rocked by a BBC documentary, The Truth About Brewdog, which contained accusations of inappropriate behaviour by leadership. It was prompted by an open letter from current and past Brewdog employees that alleged the brand had a "toxic" workplace culture. 

After the BBC documentary aired in January, Brewdog co-founder James Watt claimed the programme had presented "false rumours", but did offer an apology.

16 February 2022 - Bethany Whymark