Dogs to choose ingredients for BrewDog’s beer
Creativity knows no bounds and is not exclusive to humans. To mark the opening of its first “Brew Pub” in London – a 500 seat venue – the Scottish craft brewer on 12 May 2018 invited dog owners plus four-legged pets to a sniffing competition.
The dogs were to choose from three options of hops, malts and an unspecified ingredient. Whichever options the dogs approached and inspected most frequently was to be selected for the final brew.
Given such a rigged competition (humans made the pre-selection after all), the dogs did not have much of a choice, did they?
On a more serious note, on 8 May 2018, the firm announced that it has appointed Jason Marshall to the newly-created role of Chief Financial Officer. Mr Marshall has worked in the Coca-Cola system for 20 years, most recently as a member of the finance leadership team at Coca-Cola European Partners, where he helped bring about the recent three-way merger that created Coca-Cola European Partners, the largest independent Coke bottler in the world.
At BrewDog, he will be responsible for enhancing the firm’s finance function as it prepares for a period of accelerated domestic and international growth in 2018 and beyond, BrewDog said.
BrewDog plans to open 17 new bars around the world and increase distribution in the US, while building a brewery in Brisbane, Australia, its third.
