Since 2007, BrewDog has been committed to changing perceptions of beer by creating boundary-pushing brews that challenge expectations. We’ve come a long way since our inception, and along that journey we’ve also extended our desire to reinvigorate tired industries with the launch of LoneWolf, our spirits arm, bottling distilled anarchy from our home in Aberdeenshire.
With LoneWolf, our team was primed to shape our spirits division, as we had senior distillation experts in place. When we recently turned our attention to cider, we attempted to create it ourselves but found the expertise didn’t already exist within our crew. As such, we looked at how else we could support this category of the drinks scene, which has so much potential.
A few months ago, we met with Simon Wright, the founder of Hawkes cider in London. Here, we found a kindred spirit. Hawkes’ approach to cider parallels our heritage with beer, and we see huge potential in the difference the business can make to a mass-market monopolised segment of the drinks scene. Cider has a massive opportunity to be so much more than a sweet, fizzy pint of something soulless, or a sickly pink drink with more calories than a coke. Cider can be as much of a craft beverage as beer, and has as bright a future as brewing.
So today, we can announce that we’ve invested in Hawkes, and will be supporting their imminent growth both at home in the UK and internationally. Their range of ciders will remain (and expand), and the people will stay put. Simon’s still at the helm with our senior team drafted in to support his ambitions, and we’re insanely excited to see where we can take cider together.
Here’s what Simon had to say about the news:
“We are in an industry that has for far too long allowed ‘big’ cider and mass market products to hold back innovation and growth. I’ve long been impressed by BrewDog’s attitude and approach to challenging the status quo of beer in the UK and around the world. Just like us, they stand up for those who want to break free, make a difference and take the cider scene into an entirely new era. I can’t wait to see what the future holds.”
If you’re at our AGM this weekend, swing by the Hawkes bar to meet Simon and speak to him about our new set up!
Whatever your poison, we’re here for the betterment of beer, spirits, and now, cider.
0 comments (click to read or post):
Post a Comment
Please leave a comment...I do moderate each comment so it may not appear immediately...and please be nice! You can also comment using Disqus (below) or even comment directly on Facebook (bottom).