BrewDog

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BrewDog
TypeIndependent
IndustryAlcoholic beverages
Founded2007
HeadquartersEllon, Scotland
ProductsBeer
Owner(s)James Watt & Martin Dickie
 
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BrewDog
TypeIndependent
IndustryAlcoholic beverages
Founded2007
HeadquartersEllon, Scotland
ProductsBeer
Owner(s)James Watt & Martin Dickie

BrewDog is a Scottish brewery located in Ellon, Aberdeenshire.

History[edit]

BrewDog claims to be Scotland's largest independently-owned brewery producing about 120,000 bottles per month for export all over the world.[1] It was founded in 2007 by James Watt and Martin Dickie.[2] The brewery at the Kessock Industrial Estate in Fraserburgh produced its first brew in April 2007. The company moved premises to nearby Ellon in 2012, and the Fraserburgh site will be used as a brewing laboratory for experimental beers.[3]

On September 2013 a TV show titled Brew Dogs premiered on the US television channel, Esquire Network where James and Martin travel across America visiting different American beer towns, celebrating distinctive craft beers and creating their own locally-inspired brews.[4]

Beers[edit]

A selection of BrewDog beers

BrewDog produces bottled and canned beers in a variety of styles such as ale, stout, India pale ale (IPA) and lager, some of which are also available in keg containers.

The bottled beers are distributed to British supermarkets and are exported worldwide to countries including Ireland, Japan, Taiwan, Austria, Estonia, Finland, Denmark, Sweden, Norway, The Netherlands, the United States, Canada, Australia and Singapore (TSA Wines). The kegs are available in locations throughout the UK and Ireland, and in a selection of countries around the world.

Prior to 2012, most of their beers were available as cask ale, but cask production was phased out.

BrewDog's core range of beers include:

Other BrewDog beers have included:

The Abstrakt series of experimental beers. Known only by their AB: number designation and released in limited quantities:

In 2009, Tokyo* caused controversy when UK watchdog the Portman Group criticised the availability of a beer of that strength in 330ml bottles with traditional crown corks. Since then BrewDog has produced progressively stronger beers of very high strength, and has laid claim to the title 'strongest beer ever brewed' on more than one occasion.

Late in November 2009, BrewDog launched a beer called Tactical Nuclear Penguin, with 32% alcohol, which was claimed to be the strongest beer ever made.[5]

In February 2010 BrewDog announced Sink The Bismarck, an apparent 41% ABV[6][7] to reclaim the World's Strongest Beer title from Schorschbräu, who had produced a 40% ABV version of their Schorschbock.[8]

In July 2010, BrewDog produced a 55% ABV freeze-distilled beer called The End of History, with the bottles packaged in small stuffed animals, priced at £500 and £700 each.[9][10][11] Only 12 bottles were produced; 11 for retail sale, with the other one going to Internet video blog BeerTapTV.[12][13] BrewDog claim that this set new records not only for alcoholic strength in a beer, but also for price. Advocates for Animals called the gimmick 'perverse'.[9] The title "strongest beer of the world" then fell back to Mr Tscheuschner from the Schorschbräu brewery in Germany, whose Schorschbock 57 boasts an ABV of 57.5%.[14] The title for world's strongest beer has since changed again though. It is now Brewmeister's Snake Venom at 67.5%.[15]

Bars[edit]

In October 2010 BrewDog opened their first bar in nearby Aberdeen, named BrewDog Aberdeen.[16] A second bar, BrewDog Edinburgh, opened in March 2011 located on Cowgate[17] with a third in Glasgow opening in July.[18] BrewDog Camden opened in December 2011,[19] followed by BrewDog Nottingham in the Lace Market which opened in February 2012.[20] Soon after BrewDog Newcastle opened on 13 April[21] with a BrewDog bar opening in Manchester on 4 May[22] and in Bristol at the end of October.[23] In December 2012 a further site launched in Birmingham.[24] 2013 saw only 3 bars open. Leeds[25] finally opened in March following a 9 month licensing battle.[26] The first international bar for BrewDog opened in Stockholm in May,[27] and at the end of November, the largest bar BrewDog have with 40 taps of different beer opened in Shepherd's Bush, London.[28]

Awards[edit]

BrewDog won the 2008 Prince's Scottish Youth Business Trust Young Entrepreneur of the Year award.[29]

Paradox Grain won a Gold Medal at the 2008 World Beer Cup in the Wood and Barrel-aged Strong Beer Category.[30]

BrewDog won the Tenon Entrepreneur of the Year Award for demonstrating exceptional vision and leadership at the 2008 National Business Awards for Scotland.[31]

The Physics won World's Best Strong Pale Ale (Sub Category Winner) and Rip Tide won World's Best Imperial Stout (Style Trophy Winner) at the 2007 World Beer Awards, an annual competition organised by Beers of the World magazine.[32]

Hardcore IPA won Gold at the 2010 World Beer Cup in the Imperial IPA category.[33]

On 9 May 2012 BrewDog revealed that Diageo had threatened to withdraw funding from BII Scotland's annual awards if BrewDog was named winner of the Best Bar Operator award.[34] Diageo later apologized to BrewDog for what they called a "serious misjudgement by Diagio staff".[35][36]

Marketing[edit]

BrewDog's provocative marketing has been a key aspect of the business, and has gained them substantial international coverage.[37]

In 2008 BrewDog were challenged by UK drinks industry watchdog the Portman Group. Portman had claimed BrewDog to be in breach of their Code of Practice.[38] BrewDog denied these allegations and countered that Portman was impeding the development of smaller brewing companies.[39] After an 8-month long dispute and a preliminary adjudication which had ruled against the company, in December 2008 BrewDog were cleared of all breaches of the Code of Practice and were permitted to continue marketing their brands without making any changes to the packaging.[40] In protest to their targeting, BrewDog introduced "Speedball", saying "...we thought we would give them something worth banning us for..." . Speedball was promptly banned by Portman[41] before being renamed as Dogma.[42]

BrewDog were also described as "...one of the prime movers..."[43] behind the campaign which changed the law in 2011 to allow new beer measures in Britain.[44]

References[edit]

  1. ^ Profile of James Watt, Managing Director of BrewDog[dead link]
  2. ^ "Brewdog - About". Brewdog. Retrieved 3 February 2013. 
  3. ^ [1]
  4. ^ [2]
  5. ^ 'World's strongest' beer with 32% strength launched, BBC News 26 November 2009.
  6. ^ Sterling, Colin (16 February 2010). "Sink the Bismarck!: Brewery Releases World's Strongest Beer At 41% ABV". The Huffington Post. Retrieved 18 August 2010. 
  7. ^ "Sink the Bismarck! by BrewDog". YouTube. 16 February 2010. Retrieved 10 May 2012. 
  8. ^ "New world's strongest beer is 40 per cent lager". 
  9. ^ a b "'Perverse' animal beer bottles sell out in hours". BBC News. 23 July 2010. Retrieved 23 July 2010. 
  10. ^ Stuart Patterson (23 July 2010). "Scottish brewery introduces world's costliest beer at £700 a bottle.. and it comes in a stuffed squirrel". Daily Record. Retrieved 23 July 2010. 
  11. ^ Brian Lilley (22 July 2010). "Scottish brewer offers beer packed in roadkill". Toronto Sun. Retrieved 23 July 2010. 
  12. ^ "@GirlsPintOut Drinks The "End Of History"". YouTube. 6 November 2010. Retrieved 10 May 2012. 
  13. ^ "The End of History". Brewdog.com. 22 July 2010. Retrieved 10 May 2012. 
  14. ^ Andreas Benz (21 March 2006). "Willkommen beim Schorschbräu - Die handwerkliche Kleinbrauerei im Fränkischen Seenland". Schorschbraeu.de. Retrieved 10 May 2012. 
  15. ^ http://www.brewmeister.co.uk/#/snake-venom/4580369643
  16. ^ "BrewDog Aberdeen to officially open on the 19th of October". Brewdog.com. Retrieved 10 May 2012. 
  17. ^ "Work starts at BrewDog Edinburgh". Brewdog.com. Retrieved 10 May 2012. 
  18. ^ "BrewDog Glasgow with 3 days to go, 5am Saint and other news". Brewdog.com. Retrieved 10 May 2012. 
  19. ^ "BrewDog Camden". Brewdog.com. Retrieved 10 May 2012. 
  20. ^ "Welcome to BrewDog Nottingham". Brewdog.com. 29 February 2012. Retrieved 10 May 2012. 
  21. ^ "BrewDog Newcastle Officially Open". Brewdog.com. Retrieved 10 May 2012. 
  22. ^ "BrewDog Manchester Officially Opens Friday 4th May!". Brewdog.com. 30 April 2012. Retrieved 10 May 2012. 
  23. ^ "BrewDog Bristol is now Officially Open!". BrewDog. Retrieved 12 December 2012. 
  24. ^ "BrewDog comes to Birmingham". 
  25. ^ "BrewDog Leeds is now open". 
  26. ^ "BrewDog Leeds". 
  27. ^ "BrewDog Stockholm". 
  28. ^ "BrewDog Shepherd's Bush has arrived". 
  29. ^ 2008 Prince's Scottish Youth Business Trust Awards[dead link]
  30. ^ "2008 World Beer Cup Winners". Beertown.org. Retrieved 10 May 2012. 
  31. ^ 2008 National Business Awards for Scotland[dead link]
  32. ^ "2007 World Beer Awards". Beers-of-the-world.com. 20 June 2010. Retrieved 10 May 2012. 
  33. ^ "Hardcore IPA wins Gold at the 2010 World Beer Cup". Brewdog.com. Retrieved 10 May 2012. 
  34. ^ "Diageo Screw BrewDog". BrewDog. 9 May 2012. Retrieved 9 May 2012. 
  35. ^ "Statement regarding the 2012 BII Scotland Annual Awards". Diageo. 9 May 2012. Retrieved 9 May 2012. 
  36. ^ "Scottish beer company BrewDog forces Diageo to apologise over 'dirty tricks' at awards". The Telegraph. 9 May 2012. Retrieved 10 May 2012. 
  37. ^ "BrewDog: A marketing lesson for everyone", blur-marketing.com
  38. ^ Crighton, Ryan (14 November 2008). "BrewDog Vs Portman". Pressandjournal.co.uk. Retrieved 10 May 2012. 
  39. ^ "BrewDog calls for Portman to be scrapped". Thedrum.co.uk. Retrieved 10 May 2012. 
  40. ^ "BrewDog brands given all clear". Thepublican.com. Retrieved 10 May 2012. 
  41. ^ "Speedball Beer Banned, The Guardian
  42. ^ "Brewer in dog house for glamorising drugs"", January 2009, Matt Eley, The Publican
  43. ^ "Schooner or later it had to happen…", 4 January 2011, Beer Today
  44. ^ "A schooner of lager? Or how about a jigger of whisky?", 5 January 2011, Laura Barnett, The Guardian

External links[edit]