Ale to the King is a big and unashamed fan of Brewdog. These Fraserburgh latter-day pioneers of beer have arrived on the market like a like a bull made of sledgehammers in a china-cabinet. I wouldn’t be afraid to say this company are one of the driving forces that helped reinvent the craft beer scene as fashionable, edgy and sexy.
Its with little surprise the company have rapidly gone from strength to strength since the first time I became aware of them. Unusually it wasn’t in the local off-license or supermarket I saw their wares, but on tele, being drunk in Prince’s Street Gardens by Oz Clarke, James May, James Watt and Martin Dickie on the fantastic Oz and James Drink to Britain (please bring it back!).
Since this relatively early following of them I’ve seen their range grow in size yet impressively maintain its quality, their stock appear in more and more establishments, to opening their own bars all over the British isles. And yet somehow, they still maintain their spirit of small, feisty, rebelliousness.
So their next move comes as something unexpected. In these financially hard times putting their names behind a brand new festival may seem foolhardy, especially on something which is traditionally quite costly for something that often lasts only a day or two; without doubt the biggest events like Download and Glastonbury, with ticket prices over £200, will be feeling the pinch at the moment. Had Brew at the Bog been a shambling mess or worse, an unattended failure, Brewdog’s name would have gone down with it. The heavy branding no doubt adds an instant recognition, but with that comes a risk. As it turns out, it was a wise move. The organisers clearly knew what they were doing.
But then, come to think of it, that’s a characteristically Brewdog thing to do.
Its this kind of spirit that embodies the craft beer scene at the moment; defiant, revering innovation and bravery over reserve and safety, self-assured and with plenty of cochonnes. Craft beer is a link to our shared British history; one we should all be proud of as a symbol of determination and innovation, and its this determination and innovation which it needs to grow, like Brewdog, from strength to strength.