BrewDog has entered the soft drink market with the launch of a new brand.
P.O.P Soda has appeared on the shelves of 700 Tesco stores across the UK after the Ellon-based brewer struck an exclusive deal with the supermarket.
P.O.P is an abbreviation of Planet Over Profit and 100% of profits from the beverages will go towards initiatives tackling climate change. The drinks are also plastic free and have no artificial sweeteners.
The range is launching with four flavours crafted by BrewDog's master brewers: Citizen Cola, Jagged Grapefruit, Dark Cherry and Hazy Lemon.
Making a difference
Launching the range yesterday, BrewDog said: "The people who brought you good beer now bring you good soda.
"But soda with a difference. One that delivers a radical new business model for the twenty-first century. That puts the planet over profit. That raises awareness of the climate crisis and unites people for a better tomorrow."
BrewDog CEO James Watt said: "P.O.P. donates 100% of its profits to support game-changing causes and organisations committed to helping fight climate change and ensure that we save our home planet."
Applications open
BrewDog is now looking for "like-minded causes" and will help fund "high impact projects that will save our planet".
Every quarter BrewDog will select a number of causes in conjunction with its independent scientific advisors.
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