march edition : 2011

r e wDog
r fr o m B
n e w sle tte
ly tr a d e
e m o n th
T h

Br ew do g
Edinburgh opens
its doors.
onventional
“If you follow cu will ever be
thinking, all yo Simon Woodruff
is conventional”
 . C O M
REW DOG
W . b
WW
Punk IPA
Cans,
Hardcore IPA
and 5am Saint
to launch in
Sainsury’s
The 330ml cans will be available exclusively from
Sainsbury’s for 12 months and the retailer will now also
stock our popular 5am Saint red ale and world beer cup
winning 9.2% ABV Hardcore IPA. The deal, based on
the strong sales of Punk bottles in Sainsbury’s, makes
the retailer a key partner for BrewDog with Punk IPA,
5am Saint and Hardcore soon to be available in 350
Sainsbury’s outlets all over the UK.

Our New Van

Our rock ‘n roll new delivery van is now on the road,
helping us in our mission to bring great craft beer to the
Scottish people. If you smell hops and hear Johnny Cash,
Brian and Ian (our delivery team) are probably not too
far away from you.

www.brewdog.com Hop Propaganda – march edition : 2011

 BrewDog
Edinburgh,
our 2nd craft beer
bar, is now open.

Hop Propaganda – march edition : 2011 www.brewdog.com

BrewDog Edinburgh is situated at 143, Cowgate in
Edinburgh, we have transformed the premises into a
stripped-back, industrial, utilitarian space that puts
the beer at the centre of attention. As well as stocking
BrewDog beers, the new bar showcases a myriad of
diverse and rare craft beers from all over the globe. The
bar is a library of beery masterpieces from the likes of
BrewDog, Stone, Mikkeller, Struise, Alesmith, Three
Floyds and many more.
Just as with BrewDog Aberdeen, BrewDog Edinburgh has
an off-licence and is the only high street bar in the city
to provide American style ‘growlers’; specially designed
containers that allow customers to take draught beer
home with them.
The bar has a capacity of around 120 humans. Cheese
and meat plates are specially designed to compliment
specific beer styles and we also serve freshly baked
pizzas. We see our new bar adding to Edinburgh’s already
great craft beer scene and making Edinburgh one of the
best craft beer destinations in Europe.
www.brewdog.com
Our bars are intended to be a beacon for craft beer. A
focal point for the craft beer proletariat in our struggle
with the industrial beer bourgeoisie. A place where
people can become indulged in everything that is great
about craft beer from the depth of flavour and character,
to the passion of the people behind the world’s best beers.
No Tennents. No Carling. No Smirnoff. No Televisions.
We pride ourselves on serving only the best, most
exciting and most flavoursome craft beers we can
get our paws on from all corners of the planet. A bar
where you can escape the pathetic monotony of mass
market industrial beers made by faceless multinational
corporations.
We are also very close to a deal for our 3rd BrewDog craft
beer bar location and expect to make an announcement
on this on the next week.
Beer was never meant to be bland,
tasteless and apathetic.
At BrewDog we are setting the
record straight.
Hop Propaganda – march edition : 2011
 BrewDog
changes
the Law!
We are celebrating a landmark victory and change
to licensing laws in the UK, following our innovative
lobbying of the government late last year. The
government confirmed they will shake the dust from
300-year-old measures laws, tearing up rules that
were the subject of BrewDog’s world’s smallest protest
in November 2009. Two-thirds of a pint will soon be
available – which we believe is perfectly suited to more
flavoursome craft beers.
Our dwarf protest which we told you about in our last
newsletter succeeded in changing the law!
The craft beer revolution has claimed another scalp
in the form of archaic licensing rules. This is nothing
short of a landmark victory for BrewDog and an
acceptance at government level that we speak for the
people and understand the changing landscape of the
UK beer market. The two-thirds of a pint measure
means British beer drinkers can enjoy bold and creative
beers responsibly – we knew that and we made sure the
government caught up.
If we weren’t so busy brewing, we (with the help of a
dwarf) could solve the world’s problems.
Hop Propaganda – march edition : 2011
Avery
Brown
Dredge
The Avery, Brown, Dredge collaboration beer was
brewed on the 27th of January. Crafted by the 3 most
recognised and most awarded beer writers in the UK.
The beer we brewed was an imperial pilsner which has
been extensively dry hopped.
The beer will be available, in very limited quantities
from late March. Please contact your sales rep to
reserve some.
In the words of Zak Avery; “Kill your heroes, make your
own idols. Whatever. Just drink this beer.”
Alice
Porter
Alice Porter is now available in bottles.
The beer is a 6.2% Porter with loads of
dark malts, a twist of vanilla and an
unusual blend of English (Bramling
Cross) and Japanese (Sorachi Ace)
hops. We only brewed a 15HL batch
back in November and it ended up only
being sold on cask and keg at North
Bar and at BrewDog Aberdeen. The
response to the beer was phenomenal.
Since people liked it so much, we have
decided to brew a few more batches of
it. It is now available in bottles for a
limited period.
www.brewdog.com
Lost Abbey
Vs
BrewDog
The hardcore scamps from Lost Abbey & Port Brewing
just spent a couple of days in North East Scotland. We
also decided it would be a shame if we did not brew a beer
together, consequently 2/3/11 was Lost Dog’s Brew Day!
We brewed an Imperial Porter, aiming for 10% ABV and
using a blend of 7 different malts. In terms of hops, we
keep the IBUs modest at 35 and hopped the beer entirely
with First Gold. And of course this collaboration just had
to be aged in oak.
We settled on some killer rum casks for the Imperial
Porter. We only brewed a tiny batch of this beer and
intend to age it in the rum barrels for about 12 months.
So look out for the Lost Abbey & BrewDog rum barrel
aged Imperial Porter coming your way in early 2012.
www.brewdog.com
Say hi to...
Chris
So how did our resident Scottish Sales Manager get
embroiled in the craft beer cause?
“Basically I pestered James until he caved to get the
job. Not a tactic I would recommend mind you. I got
lucky.
I could wax lyrical all day about the potential for UK
craft beer, and the global craft beer market in general.
I genuinely believe we are seeing the beginning of the
end of the mass market monopoly of the industrial
brewer.
Personally I don’t drink filtered, pasteurised, rice
filled, tasteless muck and I think if more people
understood what they were drinking the general
consensus would change. Hopefully BrewDog can help
change this, fast.
RuDog is my Doberman, Rufus. He helps keep me sane
enough to go back to work when the madness starts.
My personal goals over the next 6 months include
drinking Belgium dry in March and trying to persuade
James that I need to go and research bars and
breweries in California. My BrewDog goals are simple,
seek out the best new customers, customers who
compliment what we do and build great relationships
with them.”
BrewDog plc.
Unit 1 Kessock Workshops Fraserburgh, AB43 8UE
t: +44 (0) 1346 519 009
James Watt: james@brewdog.com
Hop Propaganda – march edition : 2011