News brewed on 05 // 08 // 16
BEER BY PRESCRIPTION: BREWDOG PRESCRIBES DOSE OF NEW BREW TO THE ILL AND AFFLICTED
Scottish craft brewery, BrewDog, today launches the second instalment of its Restorative Beverage for Invalids and Convalescents, an homage to the trusted healing power of 19th century India Pale Ales. In a bid to heal the nation with beer, the irreverent brewery will celebrate the launch of the new IPA by prescribing individual doses to those in need of a hoppy tonic. The beer is inspired by words from the “Father of Pharmacology” himself, Dr Johnathan Pereira, who wrote: “The Indian Pale Ale is to be carefully fermented, devoid of all sweetness, or, in other words, to be dry; it forms, therefore the most valuable restorative beverage”. In order to do such historic reference justice, BrewDog has taken the bitter and dry balance of this particular beer to extremes, making it the bitterest beer ever released the brewery.
People in need of a Restorative Beverage will be able to tweet details of their ailment to BrewDog via Twitter this Friday using @BrewDog and the hashtag #GoodForWhatAlesYou, and in return receive a personalised prescription with a recommended dosage. The patient will then need to print or screenshot the script in order to have their restorative allocation of beer form at any of BrewDog’s 28 UK bars.
With summer temperatures still plummeting, lingering sniffles and bleary moods will be kicked to the kerb in this crusade to lift the nation’s spirits. The one-off prescriptions give beer geeks across the country the chance to start their weekend with a clean bill of health. Brutally bitter, with an aggressively hop-forward profile and almost eye-watering dryness, backed up with a huge fruit aroma, Restorative Beverage for Invalids and Convalescents leaves the palate in need of palliative care.
James Watt, co-founder of BrewDog commented:
“India Pale Ale has a long history of medicinal properties, and we’re taking IPA back to its roots with the launch of Restorative Beverage for Invalids and Convalescents. We’ve packed this brew with four times the amount of hops usually found in IPA, resulting in a palate-stripping bitterness and healing prowess. This is a 21st century beer with an 18th century ethos. History has been rewritten, and the IPA will never be the same.”
Brewed with a kaleidoscope of Columbus, Citra, Amarillo and Centennial hops, the new 8.5% IPA is a beer for the thrill-seeking hopheads. A light and pale golden body defies its initial punchy taste before a reviving bitter edge leads. Savagely bitter and exploding with a powder keg of citrus, stonefruit and resinous hoppy aromas, Restorative Beverage for Invalids and Convalescents is what IPA really should be.
James Watt continued:
“This is IPA in its cleanest form. Restorative Beverage For Invalids and Convalescents is the result of a process steeped in tradition. The new beer provides a direct, bitter and intense punch, inoculating hops and forceful malts directly to the tongue. Strong in both name and flavour, it’s the most aggressive, relentless IPA we’ve ever made, and it’s just what the doctor ordered.”
As the UK’s fastest growing food & drinks company, BrewDog currently has 44 bars and bottle shops, exports to 55 countries, and was recently named as the UK’s 10th fastest growing private business in the Sunday Times Fast Track 100. With the help of a 46,000 strong army, its innovative business model Equity For Punks has also taken more money through crowdfunding than any other business on record.
This week, the brewery has furthered its charge to overthrow the bland industrially produced beer churned out by big faceless companies, with the launch of Equity For Punk USA. With investment funding a brand new 100,000 square foot brewery in Ohio, the American based venture will take BrewDog beers to new corners and drinkers of the world.
More information on BrewDog can be found at www.brewdog.com
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What is BrewDog?
Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as we are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog creates beer that blows people’s minds and has kick-started a revolution.
Cofounders James Watt and Martin Dickie shook up the business world in 2010 with the launch of pioneering crowdfunding scheme Equity for Punks, an initiative that has seen the company raise £26m over four rounds, taking more money through crowdfunding than any other on record. The funds, and the army of punk shareholders (46,000) enabled the Scottish craft brewery to scale up without selling out.
With over 43 global bar launches, export into 55 countries, and a brand new brewery in Ohio opening in 2016, BrewDog continues to take the craft beer revolution stratospheric, whilst continuing to push the boundaries, invest in people, put the beer first, and champion other small breweries in its venues.
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