BrewDog is opening its first alcohol-free bar, BrewDog AF, in London on Monday (January 6).
In addition to this, the company will be running Drink All You Can Jan across all bars. The initiative offers drinkers unlimited refills of BrewDog alcohol-free beers in all bars, all month.
And with 24% of beer drinkers choosing more low- or no-alcohol options, the brewery is piloting a new concept for its bar division, with a view to rolling it out across the UK and into Europe.
BrewDog co-founder, James Watt, said: “Drinkers opting for low or no alcohol are in danger of compromising on quality, taste and experience. And that’s just the beer — forget about places in which to enjoy it.
“We are going to change that. We exist to be a point of difference, and our first BrewDog AF Bar is just that. It is a beacon for anyone in London after an alcohol-free alternative.
“Alcohol free does not need to be synonymous with taste free. Drink All You Can Jan is our anti-Dry January. Whether you have cut alcohol out or are cutting back, we want to show that alcohol-free doesn’t mean compromising on quality or taste.”
The BrewDog AF Bar opens at noon on January 6 and is located in the Mews Unit of the Bower Development at 211 Old Street, EC1V 9NR.