With its craft beer hotel in Ohio now pulling in a steady stream of happy punters, BrewDog has now set its bleary sights on London for the opening of the ‘ultimate hotel for beer geeks’.
It was only last summer when it launched the inaugural DogHouse in the city of Columbus, billing it at the time as ‘the hoppiest place on earth’, but the Scottish ‘punk brewery’ is already keen to move on to its next big project.
The company is now searching for a site in the UK capital where it can build its new DogHouse hotel (so-called because the doghouse is invariably where guests wind up). It is keen to include all the unusual features that have lured so many beer fans to the American Midwest.
There will be a museum on site dedicated to the history and making of craft beer, while up in the bedrooms, guests will be able to pour fresh pints of lager, stout or IPA from the in-room beer taps, or grab a cold one from the in-shower beer fridge.
In a blog post on its website, BrewDog has also touted the possibility of a Punk IPA Jacuzzi, adding: “Nothing is off limits at the moment – once we find a location we will make our London hotel every bit as amazing as the one on the other side of the Atlantic.”
In February 2018, the company announced plans to build a hotel at the site of its brewery in Aberdeenshire, with an opening slated for some point in 2019 (although plans seem to have stalled).
Founded in 2007 by James Watt and Martin Dickie, BrewDog has gained some notoriety over the years for a string of outrageous publicity stunts.
In 2010, the self-described 'post-punk, apocalyptic, motherf*r of a craft brewery' unveiled the world’s strongest beer (at the time): a 55 per cent ABV limited edition IPA, each bottle came packed inside a taxidermied squirrel.
Watt and Dickie experimented with stuffed animals again in 2015 when its anarchic founders hired a helicopter to drop stuffed cats onto the City of London to promote its own investment scheme, Equity for Punks.