News brewed on 30 // 07 // 15
BrewDog launches bid to bring shuffleboard to the
Olympics for Tokyo 2020, and opens official training
ground, ShuffleDog.
BrewDog plans to recruit army of shuffleboard ‘Olympians’ at new bar, ‘ShuffleDog’.
Scottish craft brewery, BrewDog today launches its bid to have shuffleboard added as an Olympic
sport for Tokyo 2020, as it opens the doors to the first ShuffleDog in Leeds. Located at Crispin Lofts,
New York Road, Leeds, LS2 7PF, the new concept bar, which houses three 22-foot custom-made
shuffleboard tables, will act as the training ground for what the brewery hopes will be the newest
Olympic sport come 2020.
James Watt, co-founder of BrewDog commented:
“Shuffleboard should absolutely be represented at Tokyo 2020 Olympics, and we are on a mission
to recruit an epic Great British Shuffleboard team. ShuffleDog Leeds will be the official training
ground for discovering shuffleboard’s rising stars, and allowing them to hone their skills. It is the
perfect sport for our great nation to excel in; it’s social, requires little to no athleticism and you can
drink great beer while you train.”
The Game Of Kings
“Henry VIII was a big fan of shuffleboard, and we think this game of kings is ready for a long
overdue comeback. Play our pucks right, and the Great British Shuffleboard team could be the most
successful sporting team this country has ever produced. If kite-surfing can make it onto the list for
Rio 2016, it should be a cinch to get shuffleboard added for Tokyo 2020.”
To launch its bid to have shuffleboard added as an Olympic sport, a team of shuffleboard fanatics
took to the streets of Leeds to introduce the game to the public and recruit players. Complete with a
flaming shuffleboard cue representing the Olympic torch in hand, the team gave shuffleboard master
classes to passers-by and encouraged them to support their bid.
The bar will host regular tournaments inviting shuffleboard enthusiasts to perfect their skills and get
involved in some healthy competition. BrewDog has also asked its community to submit their design
suggestions via Twitter for the first official Great Britain Shuffleboard Team uniform.
In addition to three 22-foot shuffleboard tables, ShuffleDog will also have a range of pinball
machines and board games. It will serve 35 beers on tap, including a range of BrewDog beers and
guest beers from a selection of hand-picked international breweries such as Mikkeller, Ballast Point
and Stone Brewing Co. The bar will host regular ‘Meet the Brewer’ events, with local and global
breweries alike.
The comprehensive food menu will offer sandwiches, burgers, hotdogs and ribs all week, and the
new bar will also be open for breakfast at weekends, serving American style classics with a
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BrewDog twist, such as 5AM Red Ale-cured bacon with rye bread, and eggy bread with maple
syrup.
Same Dog, New Tricks
The new Shuffledog concept bar is the latest new project from the brewery, which now operates 29
bars across the world. In addition to opening a flurry of classic BrewDog bars in the coming months,
including Soho, Brighton, Rome, Brussels and Berlin, BrewDog plans to continue to diversify its
range of sites with additional new concept bars and restaurants.
BrewDog is converting a huge restaurant site on Essex Road, London into its first craft beer and hot
dog restaurant, ‘Dog Eat Dog.’ The maverick brewery is also looking to open a ‘Dog House’ site in
Glasgow, incorporating a full restaurant, BrewDog bar and BottleDog under one roof.
In addition, the craft brewery will be opening its first coffee-shop/bar hybrid in Edinburgh with the
launch of ‘The Newington Fix’, and is planning the world’s first craft beer hotel, ‘The Kennel’ near its
brewery in Ellon, Aberdeen.
Having launched its first bottle shop, BottleDog, in the Kings Cross area of London last year,
BrewDog will be opening new bottle shops in Edinburgh and Glasgow.
James continued:
“BrewDog has always looked to experiment and innovate, so we are really excited to be opening
new concept bars such as ShuffleDog, which offer something new to beer fans. We have so many
plans in the pipeline and each will deliver something slightly different, but championing great craft
beer will always be at the heart of everything we do.
BrewDog’s phenomenal growth is in part funded by its crowdfunding scheme, Equity for Punks,
which launched its fourth round in April this year. In the first three weeks after launch, the brewery
raised a world record-breaking £5million, a fifth of its £25million target. The amount raised broke the
previous record set by BrewDog in 2013, when it raised £4.25 million (less costs) in just over six
months.
With the latest round of Equity for Punks, 526,316 shares in BrewDog have been made available,
for a minimum investment of £95 for two shares.
Funding the craft beer revolution
With the funds raised, BrewDog plans to build a new 300HL brewhouse to operate in tandem with
its existing 100HL brewhouse in Ellon, Aberdeenshire.
Alongside funding new projects in the UK including a sour beer facility, a distillation plant, new craft
beer bars and its craft beer focused hotel in Scotland, BrewDog intends to use the capital raised to
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establish a USA-based brewing operation to quench what it believes will be a growing thirst for its
beers in America.
--- ENDS --This press release is not a prospectus but an advertisement and investors should not subscribe for any transferable
securities referred to in this advertisement except on the basis of information in the prospectus, including the risk factors,
which should be read in full by investors before taking any investment decision as your capital will be at risk.
The prospectus is available free of charge from the offices of the company at Balmacassie Commercial Park, Ellon,
Aberdeenshire, AB41 8BX, Scotland and on the BrewDog website and from the offices of RW Blears, the Company’s legal
adviser at 125 Old Broad Street, London EC2N 1AR.
What is BrewDog?
We were bored of the industrially brewed lagers and stuffy ales that dominate the UK market. We decided the
best way to fix this undesirable predicament was to brew our own beers. Consequently in April 2007 BrewDog
was born. Both only 24 at the time, we leased a building, got some scary bank loans, spent all our money on
stainless steel and started making some hardcore beers.
We are dedicated to making cool, contemporary and progressive beers showcasing some of the world’s
classic beer styles. All with an innovative twist and customary BrewDog bite.
James Watt and Martin Dickie.
For more information please contact:
Manifest London
BrewDog
Ali Maynard & Helen Kenny
James Watt
t.
0203 137 9270
t.
01358 724 924
m.
07712 877 972
e.
[email protected]
e.
[email protected]
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