SPAR internationally brings customers innovation in private label offerings in a wide variety of product categories. One of our newest international launches is a beer trading under the catchy name of Sprucy Lucy, developed in collaboration with BrewDog. This is a 4.5% highly drinkable West Coast Session Pale, combining no fewer than seven hops for a veritable forest of piney notes. Piney name. Piney Beer.

Developed together with the well-known craft beer brand, BrewDog, this exclusive beer reflects a partnership which isn’t only innovative but has a great story behind it. On 11 June 1759, The Daily Order for the Highland Regiment in North America stipulated that “Spruce beer is to be brewed for the health and convenience of the troops.” Using piney-flavoured hops for beer brewing isn’t therefore new but we have reinvented it with a modern twist, delivering exceptional flavour and quality for our valued customers.

Collaborative partnerships

The SPAR partnership with BrewDog goes beyond a simple co-branded product, it brings to life the core of the SPAR brand. The brand was launched in the Netherlands in 1932 as DESPAR which is an acronym of a slogan describing the organisation, ‘Door Eendrachtig Samenwerken Profiteren Allen Regelmatig’, which translates to ‘All benefit from joint co-operation’ – collaboration is embedded in the business culture.

The SPAR brand logo is a reminder of the spruce tree and was the inspiration for Sprucy Lucy, not only on the pack design but, more importantly, by creating a delightful beer with piney notes. This delicious and great quality beer made of seven hops will become available in selected stores in diverse markets such as England, Scotland, Wales, Ireland, and Slovenia.”

Lauren Carroll, Chief Marketing Officer at BrewDog plc: “This exclusive launch brings together two iconic brands of BrewDog and SPAR because we believe we are better together. We were honoured to collaborate with the SPAR retail network on this unique beer, tapping into the growing impulse channel and highlighting the brand’s heritage by featuring its familiar pine symbol on the synonymous green, red and white can.

“This is a truly spruced up session pale using no fewer than seven different hops, whereas many beers use just three or four, thereby ensuring it is bursting with flavour.”

Market penetration

In the UK, SPAR wholesalers were the first to announce the innovative product, launching it at the end of September 2024. A retail company known for innovation in the market, SPAR Ireland continually grows its private label choices and Sprucy Lucy is considered as a great option for shoppers. SPAR Slovenia offers shoppers an extensive private label selection and Sprucy Lucy will be a welcome addition to their range. SPAR country organisations are reviewing listing this product, reflecting not only collaboration across the SPAR network in private label sourcing but also tapping into the awareness the brand offers for travellers.

Beer evolution

As indicated by Market Research Future and the European Beer Trends Report 2023, the European beer market CAGR is rising due to the increasing demand for alcoholic beverages. Beer is deeply entrenched in European history and there is a unique cultural heritage in beer. European consumers exhibit refined tastes, driving the demand for premium-quality beverages, particularly beer. Beer consumption remains prominent in the market with increasing opportunities to offer new variants to shoppers.

Sources: SPAR International, BrewDog