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Bare cheek: Giant image of naked BrewDog founders projected onto Parliament to highlight ‘craft beer revolution’ in UK

24.10.2012

BrewDog takes London!
BrewDog takes London!
  • The founders of BrewDog, Scotland’s renowned craft brewery, have projected an image of themselves naked onto the Houses of Parliament
  • The image of James Watt and Martin Dickie, which is a deliberate parody of the infamous image of Gail Porter projected onto the building in 1999, was designed as a ‘statement of intent’ to ‘take the craft beer revolution to the next level’
  • The 60-foot image, featuring the BrewDog founders naked except for a single box of BrewDog beers, was displayed on the south-facing side of the Houses of Parliament on Tuesday evening for more than thirty minutes
  • BrewDog aimed to ‘paint the town blue’ with revolutionary messaging displayed in similar scale onto iconic London buildings, Battersea Power Station and Marble Arch
  • BrewDog Shoreditch is the brewer’s second craft beer bar in the capital, following the runaway success of BrewDog Camden, which saw Watt and Dickie roll into London aboard an armoured tank
  • With a capacity of around 150, BrewDog Shoreditch has 18 draught taps and stocks beers from world-renowned craft breweries such as Stone, Three Floyd’s, Mikkeller, Struise, Nogne, O, Alesmith, The Bruery and De Dolle
  • BrewDog plans to open bars in Bristol, Birmingham and Leeds before the end of the year.

Quotations

James Watt, cofounder at BrewDog commented:

“The craft beer revolution has already changed British drinking culture for the better, so we wanted to make everyone sit up and take notice. Craft beer fans are taking on the establishment, and we’re winning. We’re democratising an industry that has for too long been run behind the multimillion pound cloaks and mirrors of global corporations holding profit and propaganda above passion and integrity.”

James Watt continued:

“It’s nearly fifteen years since Gail Porter was projected onto Parliament; there was no craft beer scene and Britain still a wasteland for good beer. It was viewed as fizzy yellow liquid cardboard poured down necks as fast as possible and finished off with a kebab while CAMRA held back innovations amongst smaller brewers.

“Tonight, we open our eighth craft beer bar to open in two years, BrewDog Shoreditch, and there are loads of amazing craft breweries across the country taking on an industry of multi-million pound mega corporations groping for profit and undervaluing its customers.”

“Martin says he’s got a better bum than Gail Porter too,” he added.