BrewDog will exchange grapefruits for beer to celebrate Elvis Juice launch

By Ben Winstanley contact

- Last updated on GMT

BrewDog Elvis Juice American IPA grapefruit payment
BrewDog will celebrate the launch of Elvis Juice American IPA on draft in its UK bars with an unusual form of contactless payment, called Grapefruit Pay.

From 6pm on Friday March 4, BrewDog bars will exchange a grapefruit, the beer’s signature ingredient, for half a pint of the brewer’s latest release.

Never one to shy away from a quirky marketing initiative, though, the Scottish brewer won’t waste the peculiar form of payment.  

“We are essentially crowdsourcing our ingredients! All the grapefruits that we collect will be sent up to our Ellon brewery in Aberdeenshire to make the second batch of Elvis Juice so they’ll go to very good use,” Sarah Warman, BrewDog head of marketing, explained.

“As one-touch payment systems go, placing a grapefruit in the hands of a friendly BrewDog crewmember is about as easy as it gets.”

Described as “zesty, citrus-laced and massively refreshing”, Elvis Juice is a 6.5% ABV revamped version of a prototype grapefruit-infused beer from last year.

The deal runs for one day only with customers limited to grapefruit per person. 

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