Just one day after BrewDog became aware of Aldi’s copycat beer of BrewDog’s Punk IPA, the Scottish craft has announced plans to launch an own beer which resembles the logo of the discount supermarket chain.
Aldi’s new beer is called ‘Anti Establishment IPA’ and was rolled out in Scotland this week. The name is clearly aimed at BrewDog, a company that has always played with its rebellious image. But BrewDog wouldn't be BrewDog if they didn't have an immediate answer to that.
Co-founder and CEO of BrewDog, James Watt posted immediately on his Twitter: “Inspired by ALDI’s take on Punk IPA from yesterday, we are making a new beer. YALDI IPA is coming soon! Maybe our friends @AldiUK will even sell it in their stores?” Watt also posted a picture how the new beer could look like and, who wonders, the design reminds a lot on the appearance of Aldi’s logo. Yaldi is a Scottish slang used to express the purest joy and the post itself was for sure also meant to make fun of the copycat beer. However, Aldi UK replied immediately by writing “We would have gone with ALD IPA, send us a crate and we’ll talk?” after which BrewDog revised its design accordingly and replied “We have changed the name to ALD IPA & we will send a case your way. Looking forward to making this happen.” Aldi finally ended this open conversation “Can't wait to taste it - might even clear some room in the middle aisle.”
As it looks, the mutual project could become reality. Watt confirmed today in an interview with The Grocer that he plans to genuinely bring the product to market. “The time to start worrying is when no one is copying you,” he was cited.