BrewDog says it will hide ’24 carat gold cans’ in packs of Punk IPA this month
Scottish brewer BrewDog has come over all Willy Wonka, claiming that golden cans will be hidden in cases of beer sold this month.
Posting a picture of a gold can on his Twitter, co-founder of BrewDog James Watt wrote, “24 karat gold Punk IPA cans. We are going to be hiding these in random 12 packs in November. More details coming soon.”
24 karat gold Punk IPA cans. We are going to be hiding these in random 12 packs in November.More details coming soon. pic.twitter.com/ceP2uTQY6h
— James Watt (@BrewDogJames) November 1, 2020
With details of the giveaway yet to be revealed, many fans replied speculating on how it’ll work, with one writing, “Maybe the weight of the pack will give it away.”
Another added, “It’s like Willy Wonka’s golden tickets! How exciting!!”
Many wondered if it will be a full can, or a golden ticket hidden in the case of beer. One Twitter user wrote, “Nice! Though my bet is they’ll be flat like a golden ticket – same dimensions as a 330ml can but a slice.”
To view the terms and conditions of the golden can giveaway, click here.
Earlier this year, BrewDog got into a funny exchange on Twitter with Aldi over the supermarket’s Anti Establishment IPA beers.
This led to a collaboration, with BrewDog releasing an Aldi ALD IPA last month - and Aldi stocking the beers. Both businesses pledged to plant a tree each in the BrewDog forest for each case sold. This forest is part of BrewDog’s commitment to becoming a carbon negative company.
At the time of the ALDI IPA launch, James Watt said, "Ald IPA has been one of our favourite collaborations to date, it’s definitely one no one saw coming.
“From a mockup on Twitter, to being stocked at Aldi stores across the UK, the response has been incredible.
“Most importantly, both BrewDog and Aldi have agreed that for every case sold an extra tree will be planted in the BrewDog Forest. A win-win for our customers, and the planet.”
Graham Nicolson, group buying director Aldi Scotland, added, “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.”
The brand also hit he headlines in the spring with the launch of its Barnard Castle Eye Test IPA.
A version of this article first appeared on The Scotsman