BrewDog teams up with Swizzels to make a Parma Violets flavoured beer

Scottish beer giant BrewDog has unveiled its latest whacky invention – a Parma Violets flavoured New England IPA.

The eccentric new brew comes as a result a collaboration with retro sweets manufacturer, Swizzels, who has been making our favourite sweets such as Parma Violets, Squashies and Rainbow Drops from its factory near Stockport since 1928. 

But their latest product is only for the grown ups – the Parma Violets New England IPA consists of the robust malt profiles of Pale, Wheat and Oats, which works wonders with the tropical and citrus Citra and Simcoe hops, all of which interplay perfectly with the floral and perfumed notes of those classic Parma Violets.

BrewDog

The brew has been described as ‘playful and punchy, fragrant and fruity’, and is certainly not one for the faint hearted with an ABV of 5.5%. 

BrewDog Parma Violets was made available exclusively in Tesco yesterday, and will be going live on the BrewDog website on 1st December. One 440ml can is priced at £2.40, while a 4-pack will set you back £8. 

In addition, for every purchase made on the website in December, BrewDog will be 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. 

BrewDog

This comes just weeks after BrewDog opened their first UK hotel right here in Manchester – the Doghouse Manchester boasts eighteen rooms adorned with bespoke BrewDog touches, such as in-shower beer fridges, a draft beer tap and a fully-loaded mini-bar plus, for both guests and members of the public, an epic taproom and rooftop bar with thirty taps of craft beer on offer – because it wouldn’t be a real BrewDog hotel otherwise, would it?

And up on the roof terrace, a living wall of 26,000 plants has been installed, echoing BrewDog’s mission to become the most sustainable drinks brand on the planet.

For more information on both the hotel and the new Parma Violets brew, visit the BrewDog website here.