The brewery, founded in 2007 by James Watt and Martin Dickie, will give away 1 million pints of its flagship Punk IPA over the next four weeks.
To claim a free pint, consumers must enter their details on the BrewDog website. They will then be issued with a beer token that can be used in any of its 50 bars around the world in return for a pint of Punk IPA.
Beers will also be available to be redeemed via BrewDog’s online shop and other participating retailers yet to be announced.
Drinkers seeking 'flavour and character'
BrewDog co-founder James Watt declared the initiative as the beginning of “a new chapter in the craft beer revolution”.
“We’re in the midst of what will be a seismic change in beer drinking habits in the UK. The rise of IPA shows no signs of slowing down,” he said. “This is a welcome sign that more people are open to beer that is full of flavour and character, and not just insipid, artificially flavoured offerings or faux-craft fraudsters.
“The millions of people around the UK who call Punk IPA their favourite beer cannot be wrong, that’s why we’re certain a million more will join them after experiencing their first pint of Punk.”
Equity for Punks update
Watt continued: “This is a new chapter in the craft beer revolution. This is all or nothing. This is a million Davids taking on the industrial Goliaths. This is the dawn of a new era for craft beer.”
In October 2017, BrewDog launched the fifth round of its Equity for Punks crowdfunding scheme. Equity for Punks V has so far raised in excess of £12m from more than 27,000 investors across Europe, taking the total amount the brewery has raised from crowdfunding since 2009 to over £53m.
The brewery has recently announced plans to build a third production facility in Brisbane, Australia, as well as open a host of new bars in UK airports and railway stations.