The more tuned in and turned on aspiring BrewPups amongst you may have noticed a little bit about Abstrakt in our www.equityforpunks.com prospectus. As a Christmas gift and because we are nice like that, we thought we would let you know a little bit more about the project and get your feedback and input on our plans before the plan is completely crystallized and before we go live.
The starting point for the whole new concept was that our ideas and beery creativity needed an outlet but at the same time our BrewDog range needs at least some semblance of order. We decided we needed to find a better, more structured and less confusing way to introduce and bring our special, limited release beers to the market. Over the last 2 years we have dazzled distributors and customers alike with a pretty extensive line-up and a lot of different beers and loads of one off special beers. We needed to get better at introducing our special, limited release beers.
So abstrakt was born.
Abstrakt will be the concept beer outlet for BrewDog and Abstrakt will only ever brew and release a beer once. BrewDog’s Abstrakt is about exciting, progressive and conceptual beers, beer which not only push the boundaries but smash them up completely.
All the packaging you see here is prototype. We have not got the final design dialled in yet but it will be similar to the ones here. It will also be a different colour for each new abstrakt beer.
ABSTRAKT IS A NEW TYPE OF CONCEPT BEER BRAND WHICH WILL ONLY EVER BREW AND RELEASE A BEER ONCE
> ABSTRAKT WILL RELEASE A VERY SMALL NUMBER OF LIMITED EDITION BATCHES PER YEAR
> THE BEERS WILL ONLY BE BRANDED AND NAMED BY THEIR RELEASE NUMBER, E.G. AB:01
> ALL BEERS WILL BE PACKAGED IN HALF CHAMPAGNE BOTTLES WITH A CORK FINISH AND MINIMALISTIC LABEL WITH THE BOTTLE NUMBER ON IT
> THE BRAND WILL BE SUPPORTED BY WWW.ABSTRAKT.COM MICRO- SITE
> ALL THE ABSTRAKT BEERS WILL BE BOTTLE CONDITIONED, MAKING THEM VERY SUITABLE FOR AGEING AND COLLECTING
> ALL BOTTLES ARE NUMBERED LIMITED EDITIONS
AB:01 will be a 12.1% vanilla bean infused Belgian quad
AB:02 may be a strawberry and black pepper oak aged imperial ale
AB:03 may be a 15% double hopped, double imperial red ale
AB:04 may be the Tokyo* we just put into Islay casks with raspberries
We want to hear your thoughts on the concept before we go live with it. Do you like the idea? Would you change anything about it? You input is very much appreciated!
Posted in - brewdog-news
- All sound great , cannot wait to try them!!! Steven Cordery08.01.2010
- Ive noticed that a lot of people dont like the labels. They do look awful guys. I like this guys idea of etching the art into the bottle. Iain Louden06.01.2010
- Its exciting! I dont like the labels though. Do you read these? Iain Louden06.01.2010
- thank for your work! collect money06.01.2010
- Great idea, but I will definitely miss Joannas labels. The minimalist thing doesnt do much for me.
Im excited to see how this shapes up! Ally01.01.2010
- if it makes it to TX, i love it..
..shit, i love it anyways..!!
-Cheers!! Big Show01.01.2010
- Oh my! magicdave631.12.2009
- High premium (how much for 750ml of Tokyo with raspberries? 330ml is a tenner...) and low availability? Pandering to the tickers and traders with this concept, lads... Sid Boggle28.12.2009
- Has anybody noted the green bottles? Go for brown if you want to maximising ageing ability.
Great concept though, you are going to do a good job of robbing me of even more of my money, I want two each of AB:01, 02, 03 and 04 already, you buggers. Woolpack Dave28.12.2009
- As a big BrewPup I saw abstrakt mentioned in the prospectus. I think its a great idea... I love the bottles and the ABXX concept.
However Im not a fan of the minimalist labeling - for me its too simplistic and unoriginal.
I like the idea of having a different artist design each editions label. I especially loved the Atlantic IPA and Paradox labeling but I also like the brand image across the whole range of brewdog labels... I also agree you should make the labels scream BREWDOG! rather than whimper as they are doing now... Denis27.12.2009
- I think this is an excellent idea! However, I disagree with those who suggest a sort of subscription service to receive these beers. That sort of thing would limit the accessability to others... and I agree that the label art is rather unoriginal. Maybe it would be cool to have the art etched into the bottle! This is a brilliant idea, and Im looking forward to possibly getting my hands on one of these. Justin27.12.2009
- Great concept. Any thoughts on how to take this outside of the UK? I would love to see all AB:xx at Swedish monopoly alcohol retailer Systembolaget, really great if you could sign up for some annual subscription. AB:03 seams great, but since the very idea is to break out of convention, I am looking forward to taste all 4 suggestions. Joakim Lindbom27.12.2009
- brilliant marketing.........suit the geek nerd collector, the buy one save one drink one fratenity and great for events_launches..........and once the world (well britain anyway) has been conquered, there are a lot of postcode speciality opportunities. phil dalgleish27.12.2009
- Are these sold to only people over 18 years old because of the alcohol content or because its technically pornography? Will27.12.2009
- i love the idea provided the price is right and the beers are great! how about some sort of subscription or club type thing?
- I agree with crackle, amazing sounding beers, fairly uninspiring name, the style of zephyr and Atlantic ipa was much more exciting and made the beers seem really special and collectible Toby27.12.2009
- I think that the concept is fantastic, and the implementation of how you are going to do it also great, (Love the AB:xx system)
Only thing that Im unsure of at the moment, its that it doesnt scream BREWDOG to me... yeah ok, the bottles are great, but the labels, although they look like a really nice bit of sharp design, they are perhaps too far apart from the Brewdog brand?
but yeah, best of luck with the project anyway, look forward to getting my hands on some (exclamation mark)
- Love the idea, just one suggestion. Is it possible to do something like a year subscription to Abstrakt.
So we would pay a set amount up front and whenever a batch is released a set of the beers are sent out automatically.
You get guaranteed orders and money up front. We make sure we dont miss a batch and maybe get slightly cheaper deal.
Would be kinda cool
Best of luck
Chris Chris Myers27.12.2009
- I admire what you do immensely, thus my honesty in my review.
Love the fillette bottles, and combined with the sharp packaging it looks very cool, clean and chic.
However, having long admired your general ethos and blatant disregard for conventional styling and marketing there seems to be much less of the renegade and rebellious about these labels. This is only a very personal opinion, but the labels look a little more like those of a new world winery than a boundary smashing, vanguard brewery who have produced some of the most innovative and astonishing beers to hit the market in the last couple of year.
That said – still a huge fan, and the proposed beers do not fail to intrigue and entice.
- This exciting new project will go live in March 2009. - time travelling beer? Michael Smarte27.12.2009
- Being optimistic at this idea maybe you should start now with triple digits....AB001
Also how about getting a different artist to design a label for each edition? Taco27.12.2009
- Just one thing though, the bottles might be a little to akin to the MEANTIME stuff from London... bright colour, design, cork etc bit too similar? Nightmair27.12.2009
- Staying true to the Brewdog ethos orfvariation, quality and innovation and clearly made by beer lovers, for beer lovers.
Interesting to see how many other Scottish micro breweries are treading this path now, imitation is the greatest form of flattery and all that. Clearly Brewdog are doing something very right.
Good to see Brewpubs on the agenda too, best way to get people to understand Brewdog, let then sit in it and soak it up
- Damn this looks cool and bery exciting. Can I suggest a beer for AB:05? A coffee imperial stout with cocoa? How many bottles will you brew of each batch? Adrian27.12.2009
- Looking forward to this very much, sounds like you have things just right as usual! Steve Jolley27.12.2009
- This looks very exciting. I fancy the AB03 myself. Cant wait to try some of these bad boys! Jack Fargher27.12.2009