Avery Brown Dredge goes live

Published - 04.04.2011 Comments (15)

Buy some here http://www.brewdog.com/product/avery-brown-dredge

Zak Avery, Pete Brown and Mark Dredge are without doubt 3 of the very finest beer writers this side of the Atlantic and rockstars of the craft brewing movement. Between them, the trio have a gaggle of International best selling books, more beer writing awards than you can shake a stick at, amazing blogs, massive beer knowledge and an avalanche of passion to back up their credentials. And now they have their very own limited edition beer which they brewed at BrewDog!

Avery Brown Dredge

The eponymous Avery Brown Dredge beer is a 7.5% ABV imperial pilsner and was brewed in January this year when the three writers untied to craft ‘the perfect beer’ at BrewDog’s microbrewery in Fraserburgh, Aberdeen.

The imperial pilsner was brewed using purely natural ingredients: lager malt, malted wheat, Saaz hops and water. Extensively dry hopped and lagered since January, the beer is now ready rock and you can order yours today.

You can buy some here http://www.brewdog.com/product/avery-brown-dredge

Kill your heroes, make your own idols. Whatever. Just drink our beer.

Here is Zak Avery speaking about the beer at the launch event in Leeds

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Comments (15)

Stephanos 06.04.2011 @ 12:46pm

I'm happy with the postage, if you think each bottle probably weighs half a kilo its easy to see how cost by weight could stack up and I'm sure brewdog do absorb some of the postage costs at higher order levels particularly. It costs me £7 for postage to NI with brewdog, whereas a similar quantity with another beer distributor cost me £25.I would be interested in your replies to Andy re abstrakt and shares too James

Pete O. 06.04.2011 @ 9:33am

It's not a whinge Ian. Call it constructive feedback - that's partly what the blog is for. You handle those parcels with respect now.

Ian Prise 06.04.2011 @ 3:22am

I need to stop posting comments at 3 in the morning. Previous coment should have read"Trust me Parcelforce is"

Ian Prise 06.04.2011 @ 3:17am

I wish people would stop whinging about the postage. Buy enough beer to spread the cost. Trust me, is about the best option for having your beer arrive intact, and yes I know that doesn't always happen. I'm sure loads of you are thinking that small orders would be cheaper if delivered by normal royal mail 1st class post and you are probably right. The problem is that almost all 1st class mail flys out of Aberdeen. It is subjected to some pretty robust handling. Trust me I throw mailbags for a living. We are under pressure to load and unload as quickly as possible, so gentle handling isn't our main priority.Using only Parcelforce keeps things simple and straightforward as well. Have a look at the parcelforce website as well. If you have a look at the price finder, you can work out what it would cost you to send a parcel. A case of beer 14.5kg from Fraserburgh to Leeds is quoted at nearly £22 for the 48 hr option. I'm starting to think the postage is actually a bit of a deal.

Andy 05.04.2011 @ 5:34pm

When I first started buying from Brewdog I was put off by the delivery charges especially for one off releases (Abstrakt for example). However as Brewdog has been very much my entry drug in to other craft beers having been a real ale fan before I've looked other suppliers around that offer online beer delivery and they charge the same. I agree that we've grown used to not paying P&P or reduced P&P through mainstream e-tailers but if you want to buy this sort of beer its not cheaper P&P wise anywhere else unless you have a really good offie near you that you can get too (or for brewdog standards a tesco, sainsburys or morrisons!)@ James- You floated the idea of an Abstrakt club on twitter/facebook. Do you think its likely to become a reality? Oh and while i'm here, any news on a further possibility to become a shareholder (am so regretting not joining up in the first wave)

Ron 05.04.2011 @ 5:32pm

I have no problem with the shipping costs myself. I wait till there's a limited release then bulk out the rest of the order with Punk, Saint & Hardcore.I do find it odd that there was no 3 bottles for £10.99 on the shareholders pre release tho.

Chris 05.04.2011 @ 3:33pm

On the delivery point, what about a collection option? Either from the Brewery or the Bar?

James, BrewDog 05.04.2011 @ 1:29pm

Pricing now amended. Sorry for an mix up.On the shipping pricing, we would rather be transparent with costs than try to partially absorb and subsidize through increased bottle costs.

Tiger Blood 05.04.2011 @ 12:08pm

£3.99 for one bottle or £11.99 for 3? Whats the point in that!?!

Charlie_Sheen 05.04.2011 @ 12:06pm

Is it not possible to place and order and then you could deliver them to the bar all in one go?...Might mean waiting a little longer for the delivery but would be benefitial and cost effective!

Pete O 05.04.2011 @ 11:36am

Thanks for the prompt reply James and for the visibility to your costing. However, the fact remains that people simply aren't used to paying this much money for P&P. Couldn't you absorb some of the costs into your product standard costs or dare I say it even increase your prices by say 5p a bottle to absorb some of your shipping cost? The problem is that as a punter, when I see a new beer come out or a new batch of a favourite (the Alice Porter is stunningly good)I want to buy it. The P&P should be a very small % of the total cost, otherwise you feel like you're getting less for your money. So we either have to put up, or buy a load more beer that we could probably get cheaper in Tesco or Sainsbury's. Right now a loyal following will back you to the hilt, but it is the sort of thing that pisses people off and leads people to drift away without telling you.Don't get me wrong, you lot are heroes! Not teaching you to suck eggs... I just think you should be aware.

James, BrewDog 05.04.2011 @ 10:30am

We loose money on P&P. Parcelforce charge us £5.70 per consignment and the strong box costs £1.50.We have spoken to every courier in the UK and this is the best we can do pricing wise on shipping.

Pete O 05.04.2011 @ 9:46am

Looking forward to trying the ABD, but when are you boys going to sort out the £7 p&p charge? I'm happy to pay more for Quality beer, but not really for extortionate delivery costs.

James, BrewDog 04.04.2011 @ 1:50pm

This was a pricing error which has now been changed.

Jon 04.04.2011 @ 12:38pm

On the shareholders pre-release there was no 3 bottles for £10 option so buying multiple bottles on the pre-release has cost more.