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The Revolution will be televised: BrewDog founders front new Channel 4 food show.
James Watt and Martin Dickie to present new Channel 4 food show, Food Unwrapped.
The co-founders of BrewDog, Scotland’s largest craft brewery, are set to expose the mass-produced food and drink market through a new primetime Channel 4 television series. Food Unwrapped starts at 8.30pm on Monday September 10th with James Watt and Martin Dickie unearthing some of the surprising truths about the mass-produced food and drink consumed every day in Britain.
- Taking the cameras behind the doors of factories worldwide, the presenters of Food Unwrapped meet food technicians, scientists, factory owners, growers and producers
- On the journey to get their answers, they report back on food production methods from a variety of categories
- Despite regular appearances on TV news items about the beer industry, alcohol legislation and often their own special edition beers such as a 55% ABV beer served in taxidermied squirrels, The End of History, this is the first time in front of the camera as presenters for the BrewDog founders shares in the business directly from the company’s website, raising £2.2m
- The BrewDog alternative Queen’s Speech, aired on BrewDog.com and watched by thousands instead of the monarch’s own broadcast on BBC One, is just one example of the videos produced by the company, often to undermine the mass produced beers that dominate the UK market
- The duo has been responsible for a number of ‘viral’ videos since setting up BrewDog with some second hand equipment in 2007
James Watt, BrewDog co-founder and Food Unwrapped presenter commented:
“For too long the UK food and drink industry has been dominated by faceless international corporations built on a foundation of profit rather than passion. Food Unwrapped is a landmark for the craft beer revolution, as we continue to expose the mass-produced lagers that have dominated the UK beer scene in front of a national primetime television audience.”
James Watt continued:
“Food and drink is our passion and it is a fantastic opportunity for us to bring more information to people about what they are buying. Martin is like the Davina McCall of the craft beer scene, only with better legs.”