Tui-mato sauce, which has a small amount of beer in it, is a new product from DB Breweries and its Tui brand. It went on sale on Monday.
The brewery says the sauce has been popular during test marketing in the lower North Island and is now going nationwide.
DB Breweries says the launch of the product will not be accompanied by any television or billboard advertising.
Commercial manager Nick Rogers says the product will not be marketed aggressively and is targeted at men aged over 20.