Craft brewery says redefining Britain’s most popular beer style can end binge drink culture for good Scotland’s largest independent brewery, BrewDog has set its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots. Launching tomorrow, This. […]
BrewDog marks launch of Nottingham craft beer bar with ‘Hops Kill Robin Hood’ ale.
BrewDog calls for an end to shallow marketing and mass-produced beers in a city ‘flooded with the mediocre’.
BrewDog, Scotland’s largest independent brewery has today officially opened BrewDog Nottingham, a craft beer bar located in the old lace market district of the city. To mark the launch, the dissident brewer has unveiled a new beer entitled ‘Hops Kill Robin Hood’, an artisanal 7.8 per cent Imperial Red Ale that the brewer claims is a call to end the ‘shallow, brainless marketing’ that is endemic in the British beer industry.
- To mark the opening, BrewDog has unveiled Hops Kill Robin Hood, a beer only available in the Nottingham bar during the opening week and designed to call an end to the marketing of the Robin Hood legend in the city
- The new limited edition beer will only be sold at BrewDog Nottingham during its opening week
- BrewDog Nottingham is located at 20, Broad Street, in the heart of the lace market area
- The venue is a 100-year-old converted factory building and the brewer’s minimalist interior design, which features exposed brickwork and post-industrial metal tables and bar fixtures, is intended to accentuate the inherent character of the building
- With a capacity of around 120, BrewDog Nottingham has 12 draught taps and stocks beers from world-renowned craft breweries such as Stone, Three Floyd’s, Mikkeller, Struise, Nogne, O, Alesmith, The Bruery and De Dolle
- Following the launch of BrewDog Nottingham, the Scottish brewery has plans to launch nine more craft beer bars by the end of this year
James Watt, cofounder of BrewDog commented:
“Nottingham is a great city, with a heritage of welcoming alternative personalities – from Lord Byron to Brian Clough. Recently though, it has become flooded with the mediocre. There is even a Hooters bar. We want BrewDog Nottingham to be a call to arms for the city to revolt against the lame, tasteless and boring beers produced by the global mega breweries, and the tasteless, faceless, garish bars that peddle them. This is a time of change, and Nottingham is now at the forefront of the craft beer revolution.”
James Watt continued:
“Robin Hood is used to advertise everything in Nottinghamshire – from curry houses to window cleaners – the kind of shallow, brainless marketing that characterises the mass produced beer industry. It’s time the legend of Robin Hood was killed off as a marketing tactic. Hops Kill Robin Hood is a beer designed to expose the irrelevance of Robin Hood to the products that bear his name. BrewDog beers will be defined by their quality, style and flavour, not a stupid name involving Little John or Friar Tuck.”