BrewDog bars to accept grapefruits as currency for new beer

BrewDog Elvis Juice grapefruit

BrewDog bars are set to accept grapefruits as currency to mark the launch of the brewer’s new IPA which is infused with the fruit.

Customers will be able to swap a single grapefruit for a half-pint of the zesty American-style, Elvis Juice, at the group’s 28 bars around the UK from March 4.

BrewDog will send the grapefruits to its brewery to be used in the next batch. The offer, which goes live at 6pm on Friday, will be limited to one beer per grapefruit-wielding customer.

Elvis Juice combines a rich, warm bready setting provided by the malt, with a pithy citrus kick brought by the added fruit. The full flavours are pounded with an injection of Centennial, Amarillo and Simcoe hops to strengthen and support the fruitiness.

Elvis Juice is the second new beer to roll out of the craft brewery since the start of 2016. It follows Jet Black Heart, an imperial stout that launched last month with a parody of the iconic Guinness advert, Tick Follows Tock.

James Watt, co-founder of BrewDog, said: “Elvis Juice is full-throttle, pummelling punchy fruit flavours to the fore, and is set to headline over the summer months. This beer is absolutely dominated by grapefruit, and we wanted to give beer fans the heads up on its arrival by crowdsourcing the ingredients for the next brew day – by swapping a grapefruit for a taste of the hoppy action.

“Grapefruits can’t buy you happiness but they can buy you beer.”

BrewDog is fuelled by 35,000 shareholders through its pioneering Equity For Punks crowdfunding scheme, which has raised £20m over four rounds. The latest round closes in April 2016.

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