News brewed on28 // 10 // 10

World’s smallest protest looks to end 300 year-old licensing law.

Maverick brewery, BrewDog lobbies for the introduction of smaller measure in UK pubs with dwarf protest

BrewDog, Scotland’s largest independent brewery has today instigated the world’s smallest protest in an attempt to tear-up UK licensing laws that say beer can only be served in third, half or full pint measures. A dwarf is holding a weeklong protest at Westminster, arguing that two thirds of a pint measures should be introduced in British bars and pubs. Despite being recommended by The National Weights and Measures Laboratory (NWML) in 2008, plans to introduce the new measure have been on hold since the general election and BrewDog intends to reignite the debate.

James Watt, co-founder of BrewDog commented:

“With this protest we hope to prove that size does not dictate significance; our tiny protest can blow the dust off our archaic licensing laws and introduce the first change to draft beer measures for 300 years. Two thirds of a pint is the perfect size for artisanal beers and will help to combat irresponsible drinking as well as introduce new audiences to the craft beer revolution.”

Protest at Westminster

BrewDog’s demonstration in Westminster today consists of a four-foot five-inch dwarf with placards carrying slogans such as ‘size matters’ and ‘small for all’. The protester will also be showcasing a two-thirds of a pint glass to the general public and seeking signatories for a petition the brewer intends to send to David Cameron at the end of November.

The suggested benefits of a new beer measure include:

-A more attractive measure for female audiences who are often put off by the scale of a pint glass

-Fewer units for drinkers choosing higher ABV beers, which many craft ales are

-A more sophisticated drinking experience based on quality rather than quantity

-More choice for drinkers – half pints are often deemed too small, and pints too large by many

‘Perceptions of beer are the problem, not the ABV’

BrewDog has faced criticism in the past for brewing high alcohol beers such as Tokyo (18% ABV) and Tactical Nuclear Penguin (32% ABV), although the brewery insists it is the perceptions of beer drinking in the UK that encourage irresponsible drinking, not the alcohol content of craft ales:

“We want to challenge people’s perceptions of beer and elevate its status in UK culture. We feel that full flavour craft beers should be enjoyed in smaller measures to allow drinkers to savour the taste, flavour and character. The concept of chugging eight pints of fizzy, tasteless lager and ticking Saturday night of the to-do list is nothing short of disgusting,” Continued James Watt.

“It is ironic that we want to do something that encourages responsible consumption yet outmoded licensing laws make it illegal.”

BrewDog produces a wide array of ‘Beer for Punks’, which it intends to challenge the beer industry in the same way punk music challenged popular culture in the 1970s and 1980s. Now stocked nationally in Tesco, Sainsbury’s and Morrisons, the brewer sees the weights and measures legislation as a significant barrier to the growing popularity of craft ales in the British on trade.

--- ENDS ---

What is BrewDog?

We were bored of the industrially brewed lagers and stuffy ales that dominate the UK market. We decided the best way to fix this undesirable predicament was to brew our own beers. Consequently in April 2007 BrewDog was born.Both only 24 at the time, we leased a building, got some scary bank loans, spent all our money on stainless steel and started making some hardcore beers.

We are dedicated to making cool, contemporary and progressive beers showcasing some of the world’s classic beer styles. All with an innovative twist and customary BrewDog bite.

James Watt and Martin

For more information please contact:
Manifest / BrewDog
Alex Myers & Camilla Brown
t.0207 8120592
m.07739314284
/ James Watt
t.01346 519 009

All BrewDog news can be found at our Digital Newsroom