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Tue 9th Jun 2015 - BrewDog unveils four new concepts – including restaurant and coffee shop
BrewDog unveils four new concepts – including restaurant and coffee shop: BrewDog has unveiled four new bar and retail concepts – ShuffleDog, Doghouse, Dog Eat Dog and The Fix coffee house. The first Shuffledog will open in Leeds. The company stated: “A draught-only BrewDog bar, decked out with four amazing shuffleboard tables, vintage arcade games, pinball machines, and anything else we can get hold of to keep thumbs less than idle when they need some exercise, ShuffleDog is all about interaction, not sitting in cosy chairs all afternoon.” Glasgow will be home to the company’s first Doghouse. The company stated: “Our Merchant City site (in Glasgow) is going to have everything we do in one location – and it’s going to be immense. A full restaurant, BrewDog bar and BottleDog (off-licence) under a single roof in a prime corner of Scotland’s largest city.” Dog Eat Dog will launch at the Giraffe Bar and Grill on Essex Road in Angel. The company stated: “Craft beer and hotdogs go together amazingly well, and we will have a massive selection of both to feature at this Islington location.” In addition, the first The Fix artisan coffee and craft beer bar will open on South Clerk Street, Edinburgh – the second in Newington, Edinburgh. The company stated: “During the day, we will be showcasing a range of expertly-sourced coffee, and later on, the freshest craft beers we can get our hands on. We are working closely with great coffee suppliers and know The Fix will be hugely popular.” BrewDog has also secured a site in Columbus, Ohio to build its first brewery outside of Scotland. BrewDog hopes to open a bottling plant on a 42 hectare site in Columbus, Ohio, and has plans to open five bars in the US. Founders James Watt and Martin Dickie said the expansion in the US was the next logical step for the craft beer producer. The pair have a cable television show, BrewDogs, in the US meaning brand awareness is high there and beers such as Punk IPA already sell in America despite a crowded craft beer market. All these developments was announced at the craft beer firm’s annual general meeting at the Aberdeen Exhibition and Conference Centre at the weekend, which attracted an audience of 6000. The capacity of the brewery, a key part of its strategy to drive sales in the US, has still to be decided. Shareholders at the AGM also heard that BrewDog has raised £6.2 million in its latest crowd-funding drive. It is looking to raise a total of £25m in its fourth Equity for Punks campaign, which has attracted 9700 investments so far. It had raised £5m in the first 20 days of the drive, which launched in April. Meanwhile, BrewDog is to open a second bar in Aberdeen. The company has bought the ground floors of the Athenaeum building on Union Street which previously housed The Athenaeum bar on the ground floor and nightclub Snafu in the basement before it closed last year. BrewDog already has a bar in the city’s Gallowgate. A BrewDog spokeswoman said: “A second Aberdeen bar has been on our agenda for a while now following huge demand from locals. Being home to our original, flagship bar on Gallowgate, we’re excited to be offering a second venue in Aberdeen to enjoy awesome beers from ourselves and our favourite breweries from around the world. We’ve got a large number of Equity for Punks shareholders in Aberdeen who are massive advocates of BrewDog, and we’re heeding their call for a second Aberdeen craft beer bar.” Elsewhere, the company will open a new site in Scandinavia next week – BrewDog Oslo opens on Wednesday 17 June. It has also secured a second location in Stockholm, BrewDog Rome is also ‘very close’ to opening, and work has started on converting a location in Brussels. The company is also developing the Granite City Distillery. It stated: “We are developing the Granite City Craft Distillery, to light a fire under the UK spirits market. Located in our Ellon brewhouse, our custom-built pot and gin stills will be used to make inventive small-batch spirits using our BrewDog beers as a base. Hop-infused Jack Hammer gin? Oak-aged spirits matured on site, with the casks then being used to age our beers? This project is about creating something new, whilst adding as much flavour and originality into spirits as we possibly can. It’s going to be quite a ride.”


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