BrewDog opens it's doors to first ShuffleDog in Leeds at Crispin Lofts

13/08/15

Scottish craft brewery, BrewDog today launches its bid to have shuffleboard added as an Olympic sport for Tokyo 2020, as it opens the doors to the first ShuffleDog in Leeds. Located at Crispin Lofts, New York Road, Leeds, LS2 7PF, the new concept bar, which houses three 22-foot custom-made shuffleboard tables, will act as the training ground for what the brewery hopes will be the newest Olympic sport come 2020.

James Watt, co-founder of BrewDog commented:

“Shuffleboard should absolutely be represented at Tokyo 2020 Olympics, and we are on a mission to recruit an epic Great British Shuffleboard team. ShuffleDog Leeds will be the official training ground for discovering shuffleboard’s rising stars, and allowing them to hone their skills. It is the perfect sport for our great nation to excel in; it’s social, requires little to no athleticism and you can drink great beer while you train.”

The Game Of Kings

“Henry VIII was a big fan of shuffleboard, and we think this game of kings is ready for a long overdue comeback. Play our pucks right, and the Great British Shuffleboard team could be the most successful sporting team this country has ever produced. If kite-surfing can make it onto the list for Rio 2016, it should be a cinch to get shuffleboard added for Tokyo 2020.”

To launch its bid to have shuffleboard added as an Olympic sport, a team of shuffleboard fanatics took to the streets of Leeds to introduce the game to the public and recruit players. Complete with a flaming shuffleboard cue representing the Olympic torch in hand, the team gave shuffleboard master classes to passers-by and encouraged them to support their bid.

The bar will host regular tournaments inviting shuffleboard enthusiasts to perfect their skills and get involved in some healthy competition. BrewDog has also asked its community to submit their design suggestions via Twitter for the first official Great Britain Shuffleboard Team uniform.

In addition to three 22-foot shuffleboard tables, ShuffleDog will also have a range of pinball machines and board games. It will serve 35 beers on tap, including a range of BrewDog beers and guest beers from a selection of hand-picked international breweries such as Mikkeller, Ballast Point and Stone Brewing Co. The bar will host regular ‘Meet the Brewer’ events, with local and global breweries alike.

The comprehensive food menu will offer sandwiches, burgers, hotdogs and ribs all week, and the new bar will also be open for breakfast at weekends, serving American style classics with a BrewDog twist, such as 5AM Red Ale-cured bacon with rye bread, and eggy bread with maple syrup.

Same Dog, New Tricks

The new Shuffledog concept bar is the latest new project from the brewery, which now operates 29 bars across the world. In addition to opening a flurry of classic BrewDog bars in the coming months, including Soho, Brighton, Rome, Brussels and Berlin, BrewDog plans to continue to diversify its range of sites with additional new concept bars and restaurants.

BrewDog is converting a huge restaurant site on Essex Road, London into its first craft beer and hot dog restaurant, ‘Dog Eat Dog.’ The maverick brewery is also looking to open a ‘Dog House’ site in Glasgow, incorporating a full restaurant, BrewDog bar and BottleDog under one roof.

In addition, the craft brewery will be opening its first coffee-shop/bar hybrid in Edinburgh with the launch of ‘The Newington Fix’, and is planning the world’s first craft beer hotel, ‘The Kennel’ near its brewery in Ellon, Aberdeen.

Having launched its first bottle shop, BottleDog, in the Kings Cross area of London last year, BrewDog will be opening new bottle shops in Edinburgh and Glasgow.

James continued:

“BrewDog has always looked to experiment and innovate, so we are really excited to be opening new concept bars such as ShuffleDog, which offer something new to beer fans. We have so many plans in the pipeline and each will deliver something slightly different, but championing great craft beer will always be at the heart of everything we do.

BrewDog’s phenomenal growth is in part funded by its crowdfunding scheme, Equity for Punks, which launched its fourth round in April this year. In the first three weeks after launch, the brewery raised a world record-breaking £5million, a fifth of its £25million target. The amount raised broke the previous record set by BrewDog in 2013, when it raised £4.25 million (less costs) in just over six months.

With the latest round of Equity for Punks, 526,316 shares in BrewDog have been made available, for a minimum investment of £95 for two shares.

Funding the craft beer revolution

With the funds raised, BrewDog plans to build a new 300HL brewhouse to operate in tandem with its existing 100HL brewhouse in Ellon, Aberdeenshire.

Alongside funding new projects in the UK including a sour beer facility, a distillation plant, new craft beer bars and its craft beer focused hotel in Scotland, BrewDog intends to use the capital raised to establish a USA-based brewing operation to quench what it believes will be a growing thirst for its beers in America.

Authored by:
BrewDog
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