BrewDog takes on European hospitality industry with opening of Scottish 'Kennels'
With its eyes set on the hospitality industry, BrewDog is venturing forth with its hotelier plans and opening of a series of mini-hotel chains in Scotland - aptly named BrewDog Kennels.
Although the punk brewer hails from north of the border, it chose to instate its inaugural hotel in the US. Opened last year, the DogHouse sits amid a 42-acre complex in Columbus, Ohio.
The immersive beer experience includes a beer production facility, a brewpub and a beer museum. It is billed by the company as ‘the happiest place on earth'.
BrewDog opens up mini-hotels in Scotland
Now, the BrewDog is opening up hotels back home in Aberdeen.
The first BrewDog Kennels – smaller versions of the Ohio hotel – will feature shower beers, record players, guitars and rental bikes. Rooms will start at £75.
Beyond Scotland, further openings are expected in Paris, Manchester, Berlin and London.
BrewDog co-founder James Watt said: "We firmly believe that where you stay in a new city should be your home from home, so have brought the spirit of our DogHouse Hotel and its reverence for great beer to a new series of mini-hotels."
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"Aberdeen is an incredible place for craft beer so we have upped the ante with our own take on accommodation. To paraphrase the song; you can check out but you may never want to leave," he added.
The venture comes off the back of BrewDog's recent 'Motherfu' campaign, created by Uncommon. The daring ad for its non-alcohol punk beer led the Advertising Standards Authority to launch an investigation after receiving a number of complaints about its out-of-home ads.