BrewDog plans to recruit army of shuffleboard ‘Olympians’ at new bar, ‘ShuffleDog’. Scottish craft brewery, BrewDog today launches its bid to have shuffleboard added as an Olympic sport for Tokyo 2020, as it opens the doors to the first ShuffleDog in Leeds. Located at Crispin Lofts, New York Road, Leeds, LS2 7PF, the new concept […]
The good die young: BrewDog launches “Born to Die” IPA with a shelf life of just 45 days
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 those who purchase the beer to adhere to the recommended best before date in order to experience the beer at its flavourful and aromatic peak.
- BrewDog will release two batches of Born to Die this year, each batch will have its best before date included in the name on the label. The first release will be Born to Die 04.07.2015.
- Compared with other BrewDog IPAs, Born to Die is more heavily whirlpool and dry-hopped, resulting in an increased pick up of volatile hop oils that are responsible for the intense taste and nose of the beer. With time, these essential oils lose their volatility, with noticeable effects on the taste of the brew
- Born to Die 04.07.2015 will be available in kegs and 660ml bomber bottles. The beer will be removed from sale after the 4th of July if any still remain unsold.
BrewDog cofounder James Watt said:
“One of the many beautiful things about beer is the ability to constantly experiment with the core ingredients of hops, water, malt and yeast to yield varied and wondrous brews. We’ve been doing this since we started in a garage eight years ago and this spirit of adventure and inquisitiveness has never left us. With Born to Die, we’ve been inspired by the “Enjoy By…” IPA series from Stone, which we absolutely loved. With Greg Koch’s blessing, we put our spin on the concept and Born to Die was…born”
James Watt continued:
“At BrewDog we set out to shake the foundations of the beer industry and expand the possibilities of beer in the UK. We’re proud to have produced some of the most innovative and boundary-pushing beers over the last eight years and we have no plans to stop any time soon. Born to Die is our gift to the craft beer lovers and connoisseurs. We’ve worked hard and delicately on this for some time, and we’re certain palates won’t be the same after a sip of this Imperial IPA.”
The revolution carries on
- Last week, BrewDog announced it has raised a world record-breaking £5 million via crowdfunding; a fifth of its £25m target in its investment scheme, Equity for Punks IV, which launched last month. The amount raised broke the previous record set by BrewDog in 2013, when it raised £4.25 million (less costs) in just over six months.
- With the latest round of Equity for Punks, 526,316 shares in BrewDog have been made available, for a minimum investment of £95 for two shares.
- The capital raised from investors will be used to fund in particular the expansion of the BrewDog brewery and its international bar division, as well as launching new projects like a craft beer hotel, custom sour beer facility and a distillation plant.
UK’s Fastest Growing Drinks Brand
- Growing from two men based in a shed in the north east of Scotland in 2007, BrewDog is now Britain’s fastest-growing food & drinks brand, opening 27 bars worldwide since 2010, now exporting to 55 countries and employing more than 365 staff.
- It announced its sixth consecutive year of record growth earlier this year, having increased its annual turnover by a whopping 63 per cent to over £29.6million in 2014, compared with £18million in 2013.
- As well as owning part of the BrewDog business, Equity for Punks shareholders are also given benefits including a discount at BrewDog’s global network of craft beer bars, and at BrewDog.com.
- Equity for Punks members will also be invited to attend the company’s AGM – the next of which takes place on Saturday 6th June – including punk rock bands and beer tastings.
Funding the craft beer revolution
- With the funds raised, BrewDog plans to build a new 300HL brewhouse to operate in tandem with its existing 100HL brewhouse in Ellon, Aberdeenshire.
- Alongside funding new projects in the UK such as a sour beer facility, a distillation plant, new craft beer bars and a craft beer focused hotel in Scotland called The Kennel, BrewDog intends to use the capital raised to establish a small USA-based brewing operation to quench what it believes will be a growing thirst for its beers in America.
This press release is not a prospectus but an advertisement and investors should not subscribe for any transferable securities referred to in this advertisement except on the basis of information in the prospectus, including the risk factors, which should be read in full by investors before taking any investment decision as your capital will be at risk. The prospectus is available free of charge from the offices of the company at Balmacassie Commercial Park, Ellon, Aberdeenshire, AB41 8BX, Scotland and on the Brewdog website and from the offices of RW Blears, the Company’s legal adviser at 125 Old Broad Street, London EC2N 1AR.
This advertisement constitutes a financial promotion approved by Blears Limited (FCA number: 610217).
 Sunday Times 2012 & 2013, The Grocer 2014