Brewdog launches money-back taste guarantee on headline range

BrewDog is so confident in the taste of its beers that it is introducing a new “BrewDog Guarantee” – offering shoppers the chance to claim back the full pack price if they are not satisfied.

Soon rolling out across grocery and convenience, the BrewDog Guarantee is available on BrewDog’s headline range and is being promoted on 4-packs of Punk IPA, Lost Lager, Hazy Jane, Elvis Juice and Planet Pale.

To redeem their money-back, shoppers simply follow on-pack instructions, to visit a dedicated landing page where they can upload their proof of purchase along with a 15-word statement on why they did not like the product. All refunds will then be paid out within 14 days, with final claims to be made by 22 May.

“The single aim of our founders when launching BrewDog in 2007, was to make people as passionate about craft beer as them,” said Daniel Jones, Head of Marketing at BrewDog PLC. “Since then, shoppers love of craft beer has soared, making it the best performing segment of the beer category, led by the growth of BrewDog.

“Despite the scale of our business, great tasting beer and consumer enjoyment is still very much at the heart of what we believe, and our brewers work hard to create beers that people love. With the first ever BrewDog Guarantee we want to show our customers just how confident we are in the taste of our beer by offering them the chance to claim their money back if they don’t love it.

“We are also investing in a full marketing campaign and highlighting the promotion on-pack to drive recruitment and trial into the category, giving shoppers the chance to try something new without risk.”

The campaign is being supported by in-store activation, proximity 6 sheets, paid digital and social activity to drive purchase, with the tagline “LOVE OUR BEER OR YOUR MONEY BACK”.

Craft continues to be the best performing beer category, growing faster than Ale, Stout, Cider, Perry and Lager, and BrewDog is the leading craft beer brand, outperforming the category across Total Market, Grocery and Impulse . BrewDog was also the only brewer in growth over the 12-week Christmas period in value and volume (+5.3 per cent and +15.1 per cent respectively) .