BrewDog takes global bite
Second international craft beer bar opens
BrewDog, the feisty Scottish craft brewer with a penchant for sound bites, is putting its brand on a global footing by cutting the ribbon on craft beer bars in major metropolises.
First up in 2014 is BrewDog Sao Paulo, its fourteenth craft beer bar and second international opening. Its first international bar opened last year in Stockholm and with the opening of Shepherd's Bush in December there are now three BrewDog bars in London.
BrewDog’s co-founders, James Watt and Martin Dickie, envision opening a further eight bars this year. As well as centres in the UK, listed as possible destinations for the BrewDog experience is an eclectic checklist of leading cities – Tokyo, Berlin, New Delhi, Rome and Brussels. And add to this short list Helsinki. The Finnish capital was a popular suggestion in a recent poll on BrewDog's website, asking where it should expand next.
“We want to make people as passionate about beer as we are and that doesn’t stop in the United Kingdom” said Watt. “We already export to 42 international markets and the growth of our bar division will narrow the distance between us and our international fans.
“Our bars are more than just outlets – they are hot spots of the craft beer movement, showcasing the best beers the world has to offer. We have stuck the flag of the craft beer revolution in the soil of one of the biggest cities in the world and we’re not going to stop there.”
BrewDog Sao Paulo will feature 15 beers on tap, including WayDog, a sessionable pale ale created by Way Beer, a Brazilian brewery. The bar’s menu will feature hot dogs infused with a BrewDog Paradox reduction, along with cheese plates especially chosen to match the beers on offer.
In 2013 BrewDog raised £4.25 million via an oversubscribed crowdfunding offer to support its continued expansion. During the year it opened a new brewery in Elton, Aberdeenshire that increased its annual capacity ten-fold, from 25,000 to 250,000 hectolitres.