Brewer teases Aldi-inspired beer in response to an Aldi version of its IPA

A Scottish brewer has created a beer that mimics Aldi's logo in a tongue-in-cheek response to an Aldi private label beer that takes on the look and feel of its popular IPA.

BrewDog designed what is being called the “ALD IPA,” a beer with the retailer’s color scheme and logo design, developed during a back-and-forth with Aldi over Twitter. BrewDog has updated over social media that the beer might be developed and sold in Tesco stores as well as Aldi if Aldi U.K. bites on the idea.

It could all just be a bit of fun, too. BrewDog co-owner James Watt has been updating over Twitter, first responding to a viral post about Aldi’s generic spin on the brewer’s popular “Punk IPA.” Aldi U.K.’s generic is called “Anti Establishment IPA,” and undoubtedly has a look and feel to the Punk IPA, so the brewer created a beer that looked like Aldi called “Yaldi IPA.” Aldi responded that the beer should be called “ALD IPA,” which Watt updated the look and suggested that Aldi sell it in its stores. The social media exchanges can be followed in this article. 

BrewDog is a large brewery based in Ellon, Scotland with outposts in the United States and Australia. The company is not shy, with a history of brash marketing, and the company owners had a reality show in the United States for a few years called Brew Dogs.