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31st January 2023

Introcuding Brewdog Black Heart – Finally a Stout Alternative


30th January 2023: BrewDog is providing operators and consumers with choice this spring, by introducing Black Heart (ABV 4.1%) to its headliner range, a brand-new draught stout.

Launching into the on-trade from 1st February, followed by Grocery, Black Heart is a no-nonsense dry-Irish style stout. It’s smooth, it’s creamy, it’s all head and it’s all heart.

As the second fastest growing beer category, Stout is worth almost £1bn (£947m), gaining +8.8% in value and +0.9% share in the last three years – exceeding pre-covid levels[1]. With the category dominated by just one brand, this provides a huge opportunity for an alternative to help develop the category further.

Alex Dullard, Head of Customer Marketing at BrewDog PLC, comments: “We believe drinking beer is about discovery and experimentation, with a mountain of different types and styles available. However, when it comes to stout, there really is only one choice available in most pubs and bars and has been for many years.

“As the experts in taste and quality, we have worked with our brewers to develop a classic draught stout, brewed in and for this century, that can be offered to those looking to try something new. Consumer testing and insight indicates Black Heart has the potential to drive further growth into the category and deliver profit for our customers, by attracting younger more affluent consumers that have all but given up on the chance of an alternative to the category leader.

“And, in typical BrewDog style, we will be supporting the launch with a widespread tongue-in-cheek media campaign, creating noise around Stout and providing some much-needed vibrancy to the category to excite consumers and drive trial.”

To kick-start its marketing campaign, BrewDog will host a taste-test activation near Twickenham Stadium ahead of Six Nations matches at the venue. Here the brand will offer unmarked samples of both Black Heart and the existing market leader, inviting fans to choose their favourite.

BrewDog has also developed a range of iconic and disruptive assets to create noise and drive awareness in outlet, from font and tap handles to glassware, POS and staff t-shirts. Black Heart will be available to order from 1st February. To find out more, contact your local BrewDog representative, or visit

[1] CGA OMPS P08 MAT 18/08/22 vs 3YA


For more information, please contact:

Carly Smith


07916 267234

About BrewDog

Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as we are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog brews beer that blows people’s minds and has kick-started a revolution.

Co-founders James Watt and Martin Dickie shook up the business world in 2010 with the launch of pioneering crowdfunding initiative Equity for Punks. The programme has raised more than £86million through 7 rounds, with over 200,000 shareholders buying into the Scottish business worldwide.

With over 102 bars across the globe, export into 60 countries, and a brewery in Ohio that launched in 2017, BrewDog continues to take the craft beer revolution stratospheric, whilst continuing to push the boundaries, invest in people, put the beer first, and champion other small breweries in its venues.





Press release from SmithComm.

For more information, please contact:

Carly Smith


07916 267234