A Big Blue Dug

I was reading through my various news feeds this morning and I spotted a story about the co-founders of Brewdog going off to the USA to make a program about the Craft Beer Revolution. This is the blue dog that adorns their Edinburgh bar.

I have kinda mixed feelings about Brewdog. For a start, I really don't care for the term Craft Beer. It's a horrible Americanism. My dad was always bringing home CAMRA newsletters and beer festival programs when I was little. So basically, the idea that beer can taste decent, might be a new idea to American's who drink Bud. But it certainly isn't the case in Europe.

Furthermore, I can't say I actually like their beer very much. Zeitgeist is ok, Trashy Blonde wisnae too bad, but the PUNK IPA and the Hardcore IPA? Bleurgh. Minging.

But the real issue with Brewdog, at least for me, is the relentless self promotion and advertising guff. They themselves complain about the "advertising-led industry" but play that exact game themselves. I don't get the feeling that they really care about the beer. It's all about gimmicks.

BUT, as I said. I have mixed feelings. It doesn't hurt the cause to have a succesful company fighting the corner for good beer. All the smaller breweries (whose beer I'd rather be drinking) can to an extent, ride in the slipstream of their bigger cousin's success. And much as I don't really like their beer, I do think they nailed their identity and have marketed themselves brilliantly. They're an ambitious company and they connect with their market in a very modern and intelligent way.