Brewdog teams up with confectionery brand Swizzels for Parma Violets IPA

Independent Scottish drinks firm BrewDog has joined forces with classic confectionery brand Swizzels, producers of the iconic Parma Violets, to brew a Hazy New England IPA inspired by the nostalgic purple sweet, reports Neill Barston.

As the company noted, the beverage’s robust malt profile featuring tropical and citrus Citra and Simcoe hops, have been paired with the floral perfumed notes of the much loved retro sweet.

Described as ‘playful and punchy’ the brew has an ABV of 5.5% in a 440ml can, and is being made available exclusively this month from Tesco stores in the UK.

In addition, for every purchase on the webstore, BrewDog is rewarding its customers with gifts and discounts – such as free beer, exclusive tasting guides and complimentary shipping – as part of the new Planet BrewDog digital loyalty programme. Customers can earn rewards from their very first order online. Furthermore, the company has also just launched its 2021 Advent Calendar featuring 24 different craft beers.

The confectionery connection follows swiftly on the heels of another link with the sector – with Brewdog creating a limited edition ‘Tony’s Hopolonely’ brew is inspired by Tony’s white chocolate raspberry and popping candy bar which comes in a bright pink wrapper, creating a white chocolate and raspberry milkshake IPA 5.7%.


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