BrewDog heads into the spirits market

14th June, 2013 by Andy Young

Independent brewery BrewDog has announced its “most eccentric and absurd project to date” with the launch of a new beer-based spirit, which it has called WattDickie.

WattDickie bottlesThe new spirit was developed in a “radical brewing and ice distillation process”, which currently has a patent pending. The spirit has a 35% abv and is created using an IPA style beer. It is now available in BrewDog bars as well as at the brewery’s online store BrewDog.com.

James Watt, co-creator of WattDickie said: “WattDickie is beyond innovation. This is alchemy and apothecary. There was no hypothesis here, no ‘grand plan’, just an innate need to see what was possible.

“We went to the limits of brewing and took a match to them. WattDickie shakes maniacally at the foundations of what’s expected of us and of everything around us.

“This is science fiction. It’s the dawn of a new era. Welcome to a strange new world.”

The basis for WattDickie was laid when BrewDog became involved in a tit-for-tat exchange with brewers on the continent to create the world’s strongest beer.

Following years of development, the invention of bespoke distillation equipment and the gradual creation of the perfect style and formula, WattDickie is the first product from the brewery that the founders do not regard as ‘beer’. –>

<!– Martin Dickie, who worked on the creation of the spirit from beer, said: “What we have here is not beer, but its alter-ego. This is Mr Hyde. This is the shiver down the spine of the grease-slick ad-man relying on people lapping up the ‘same-old, same-old’ from their sticky bottles of snake oil. “This is a drink brewed by the misfits, for the misfits. It’s a beautiful, absurd experiment.” WattDickie will remain separate from the BrewDog brand: a new spirit and with its own unique brand identity featuring soldiers with shark and fox heads. James Watt added: “This is the bastard son of subversion and invention – the first original spirit style in decades. It was a breach birth from reckless and weird brains. It’s not something we, or anyone else, can replicate.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

National Sales Manager

Maverick Drinks
Field based, UK

Regional Sales Executive

EWGA
Gloucestershire, UK

Senior Content Writer

Rude Wines
Ledbury, UK

Events and Trips Manager

Berkmann Wine Cellars
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more