BrewDog plans £7 million expansion
Scottish producer BrewDog Distilling Co will invest £7 million (US$8.8m) into the business over the next 18 months, with plans for an updated still house and new branding.
BrewDog’s investment strategy will allow for the build of an updated still house, bespoke bottles, new branding investment and a 2023 marketing plan, which will provide ‘fast-paced brand growth’ across the board.
This will be overseen by co-founder Martin Dickie, who now sits as CEO of the company’s spirits arm. He joins Steven Kersley, managing director of the distilling portfolio, on the combined goal of creating globally recognised, cult drinks brands that will put consumer value and planet longevity at their core.
The investment strategy comes as BrewDog unveils the expansion of its spirits portfolio, with products ‘fanatically distilled’ at its dedicated distillery in Ellon, Aberdeen.
BrewDog, which is known for its category disruption in craft beer, is said to be ready to ‘break the mould of premium spirits’ with its LoneWolf gin, Abstrakt vodka and Duo rum brands.
LoneWolf gin is described as an ‘adventurous’ Scottish gin that is handcrafted using small batch copper stills, infused with Tuscan juniper and Scottish pine from BrewDog’s Lost Forest in the Scottish Highlands. It is currently available in four varieties: Original, Mexican Lime and Cactus, Peach & Passionfruit, and Bramble & Raspberry.
Meanwhile, Abstrakt Vodka has been crafted from the ‘world’s first’ copper triple bubble still, and is distilled for four days to ensure maximum copper contact. It also comes in four varieties: Original, Madagascan Vanilla & Toasted Marshmallow, Watermelon & Strawberry, and Raspberry & Lime.
Finally, Duo Rum is a marriage of Caribbean and Scottish rums, infused with ‘the finest spices from across the globe’ to create an ‘authentic taste of the tropics’. The range is made up of Spice, White, and Pineapple expressions.
All BrewDog Distilling Co products will be listed at UK retailers from May, including Morrisons, Asda and Sainsbury’s.
BrewDog’s 40 UK-based bars will be listing the spirits in the on-trade, and will also be sold via www.brewdog.com from July 2023.
A spokesperson for BrewDog said: “2023 sees the most exciting development in BrewDog spirits we’ve ever seen. Tripling our distillery size and creating a cutting edge, new craft spirits portfolio will see some serious tidal waves in the industry.
“With Martin Dickie as our new CEO, and increased financial investment, we’re putting everything we’ve got into BrewDog spirits; they are bold, adventurous, flavour-forward and hugely accessible to all.”
BrewDog’s state-of-the-art distillery opened over the road from the BrewDog brewery in Ellon, Aberdeen, in 2021.
The new site has tripled the production output of the previous distillery, and the triple bubble copper still boasts a capacity of 10,000 litres of spirit versus the original 3,000.
In addition to producing gin, vodka and rum there are plans to lay down 2,000 whisky casks this year in the temperature- and humidity-controlled storage area.
Plans for opening up the distillery to visitors will see a custom-built mezzanine viewing platform and ‘taproom’ style tasting centre.