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. […]
Punk brewer, BrewDog plans alternative Queen’s speech on Christmas Day
Maverick brewer to post an alternative to the Queen’s Christmas message for followers of the craft beer revolution
Independent Scottish brewery, BrewDog will post an alternative Queen’s speech on their website, Christmas day at 3pm. Designed to provide a review of the year, including highs and lows experienced by the brewery, the speech will also outline the manifesto for the craft beer revolution in 2012. Not to be sartorially outdone by the monarch, BrewDog cofounder Martin Dickie will be dressed as Her Majesty Queen Elizabeth II.
- Landmark events from the past twelve months covered in the video include:
- The world’s strongest fermented beer, Ghost Deer (28% ABV)
- Occupying Camden, north London with an armoured tank
- Unveiling the first beer brewed under the sea, Sunk Punk
- Unveiling a ‘fanvestor’ programme, Equity for Punks
- Low moments from the past year will also be included such as:
- A flooding in the brewery when a batch of 5AM Saint spilled out,
- Being forced to switch delivery partner due to poor reliability.
James Watt, cofounder of BrewDog commented:
“2011 has been an epic year for BrewDog and for craft beer in the UK in general. We’ve seen sales rise by more than 250 per cent, opened three new craft beer bars and raised over £2m in equity from beer fans across the country. We wanted to set out our manifesto to do even more in 2012, so a Christmas message to beer fans seemed like the obvious thing to do. And Martin loves any excuse to dress as the Queen, of course.”
James Watt added:
“While it has not been an Annus Horribilis, there are things that sucked in 2011 that we want to learn from in 2012. With the capital raised through Equity for Punks we will be building a new eco brewery that will help us to meet the demand for our beers that we haven’t been able to meet this year, which has been our biggest issue.”
“Next year we’re planning to carry on shaking the dust from the beer industry, raising the profile and position of beer in the UK and brewing the beers we want to drink,”
Download the full press release and high resolution images below.