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 marks launch of Manchester craft beer bar with ‘crap beer amnesty’
BrewDog calls for the public to hand in ‘crap’ cans of lager to be replaced with quality craft beer as seventh bar opens.
BrewDog, Scotland’s largest independent brewery has today officially opened BrewDog Manchester at 35 Peter Street, their seventh craft beer bar to open in the past 18 months. To mark the launch, the idiosyncratic brewer has introduced a ‘crap beer amnesty’ for Mancunians, which will allow the Manchester public to swap a can of mainstream branded lager for one of their artisanal canned, bottled or draught craft beers for one day only*. Taking place for today only from 1pm – 8pm, BrewDog has promised to recycle the cans of mainstream lager, once they have ‘blown them up’.
*While stocks last
- BrewDog Manchester is located at 35, Peter Street
- The bar takes on the brewery’s characteristic utilitarian aesthetic with an external seating area, a partial mezzanine level and exposed beams
- Visitors can look forward to vintage boardgames, a beer library and old school pinball machines
- The food menu at BrewDog Manchester consists of a range of pizzas, burgers and cheese and meat plates designed by Masterchef winner, Tim Anderson
- The ‘crap beer amnesty’ will allow anyone to bring their mainstream lagers to swap for BrewDog beers
- BrewDog’s cofounders will take personal responsibility for ‘recycling’ the branded, mainstream beers received.
- With a capacity of around 250, BrewDog Manchester will offer 12 draught taps and stock beers from world-renowned craft breweries such as Stone, Three Floyd’s, Mikkeller, Nogne, Alesmith, The Bruery and De Dolle.
James Watt, cofounder of BrewDog commented:
“Manchester has always been a priority location for a BrewDog bar; it’s a great city which is already embracing the craft beer revolution. However, there is still a worrying amount of characterless chain bars serving tasteless, insipid mainstream lagers and we want the crap beer amnesty to put a stop to it once and for all.”
“Manchester, give us your crap beer – you no longer need it. Hand us your tasteless Boddingtons, Carling or Fosters can and we will destroy it in the most suitable fashion – blowing them all up and recycling the sad, soulless remains. The mainstream beer scene just imploded, and we pulled the trigger,”
Regarding the crap beer amnesty, James Watt continued:
“We want the public to realise that the fizzy, yellow so-called ‘beers’ pushed on the unsuspecting public by chain bars in Manchester should be treated as a crime. The crap beer amnesty is designed to prove to beer drinkers in the area that have previously put up with these unfortunate offerings that things have changed. The time for revolution is now.”
Download the full press release and high resolution images below.
PLEASE NOTE: IMAGES OF BREWDOG MANCHESTER WILL BE AVAILABLE HERE FROM FRIDAY 4TH MAY 2012