BREWDOG is set to give away more than one million beers in its biggest ever sampling campaign.
As the popularity of India Pale Ale (IPA) grows, the brewery predicts it will overtake lager as the UK’s favourite type of beer in the next 10 years.
Punk IPA has been the best-selling craft beer in the UK for the last three years and BrewDog is confident it has the ability to add at least a million more drinkers over the next month.
The brewer is accompanying the release of one million pints with the statement “don’t believe the hype”, as it looks to affirm its popularity via the experience of Punk IPA alone.
To claim one of the million beers, members of the public are invited to enter their details at www.brewdog.com/1million. They will then be issued with a beer token that can be taken into any of BrewDog’s 50 bars around the world in return for a pint of Punk IPA.
Beers will also be available to be redeemed via BrewDog’s online shop and participating retailers.
In just over a decade, BrewDog has grown from two men and a dog brewing small batches of beer in a garage in Aberdeen to employing nearly1000 people around the world and shipping the equivalent of 65 million bottles of beer to over 60 countries annually.
This growth has been powered by its record-breaking Equity for Punks crowdfunding initiative, which has seen the brewery raise over £53m since 2009 from more than 70,000 passionate craft beer fans across Europe and America.
In October last year, the brewery launched its fifth round of Equity for Punks, looking to raise an initial target of £10m, with a stretch goal of up to £50m, to further its global growth.
This includes the construction of new breweries in Australia and China, the opening of 15 new craft beer venues in the UK, increasing production capacity in its UK brewery, and the creation of a dedicated craft beer TV network.
Equity for Punks has so far raised more than £12m from more than 27,000 investors across Europe. It is due to close on October 15, 2018.
James Watt, BrewDog cofounder said: “We’re in the midst of what will be a seismic change in beer drinking habits in the UK. The rise of IPA shows no signs of slowing down. This is a welcome sign that more people are open to beer that is full of flavour and character, and not just insipid, artificially flavoured offerings or faux-craft fraudsters.
“The millions of people around the UK who call Punk IPA their favourite beer cannot be wrong, that’s why we’re certain a million more will join them after experiencing their first pint of Punk.
“This is a new chapter in the craft beer revolution. This is all or nothing. This is a million Davids taking on the industrial Goliaths. This is the dawn of a new era for craft beer.
“Over the past ten years, we’ve helped turn craft beer from a curiosity into a force to be reckoned with. We’ve propelled the movement alongside many breweries that share a similar mission.”
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