Drinkers are encouraged to consume the beer before its ‘death’. Scottish craft brewery, BrewDog, today launches its 8.5% ABV Imperial IPA, Born to Die. Featuring a best before date of 4th July 2015, Born to Die is a self-styled, “terminally hoppy IPA”, deliberately brewed to be consumed within a very limited timeframe. BrewDog is encouraging […]
BrewDog enlists people power to build bar empire
BrewDog has today officially announced the impending launch of its third craft beer bar, due to open in August this year. To facilitate the launch, BrewDog once again turned to its customers to shape the future of its business, enlisting them to source locations for the latest BrewDog Bar in their hometowns, resulting in a number of selections from Glasgow, including the site of the new bar on Argyle Street. The winning entrant will receive a £1000 cash prize, a lifetime discount in the bar and a paid trip to the brewery in Fraserburgh, Aberdeen to brew their own batch of beer. Dubbed ‘The Great BrewDog Bar Hunt’, co-founders James Watt and Martin Dickie put the decision in the hands of their fans back in November 2010, receiving an abundance of entries around the UK, and the competition is still open as the company looks to expand its bar network even further.
- The Glasgow venue will be the third bar opened under the BrewDog name
- The maverick brewery are no strangers to crowd sourcing having previously employed people power for numerous other projects
- BrewDog Glasgow will have a capacity of around 120 with 14 draught taps and stock beers from a variety of hand-picked craft brewers
- Cheese and meat plates plus a hop pizza which are all specifically designed to complement the beers will be served to underline the connection between good food and beer
Download the full press release and high resolution images below.
James Watt, co-founder of BrewDog commented:
“Involving our customers in the growth of BrewDog is paramount, that is why the strategy to find the next bar was simple in our minds. We always want to shorten the distance as much as possible between ourselves and the people who drink our beers, so letting them be in charge of the next venue for our expanding bar network was a no-brainer. Equity for Punks proved that we have a lot of devoted followers with a real passion for quality craft beer, we shared our business with them before, and we wanted to do it again.”
James Watt continued:
“2011 has already been a whirlwind for us, with the opening of BrewDog Edinburgh providing a huge highlight. BrewDog Glasgow proves we’re not going to rest on our laurels. Our mission is to make people as passionate about beer as we are and our network of bars not only poses a threat to the insipid yellow mainstream lagers that populate the on trade, it provides an alternative to the drab, soulless, unimaginative bars that peddle them.”