Drinkers at one of BrewDog’s 28 bars across the UK will be able to use grapefruits as currency for one day only, as the Scottish beer maker gets set to launch a new beer flavoured with the citrus fruit.
Elvis Juice is described as a “zesty American IPA” infused with grapefruit, combining rich, warm bready malt with a pithy citrus kick. The full flavours are pounded with an injection of centennial, amarillo and simcoe hops to strengthen and support the fruitiness, making Elvis Juice “one of the most upfront BrewDog beers to date”.
It is the brewer’s second new product of 2016, after launching a new imperial stout called Jet Black Heart in February.
For tomorrow only, consumers will be able to pay for half a pint of Elvis Juice using a single grapefruit, which will then be shipped to BrewDog’s brewery in Aberdeenshire and used in the next batch of the beer.
The initiative is an irreverent swipe at Apple Pay’s mobile payment technology, and, with a lone grapefruit costing around £0.50 each in the UK, will set drinkers back significantly less than the usual cost of a half pint of beer.
BrewDog co-founder James Watt said: “Elvis Juice is full-throttle, pummeling 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.
“We’re already on a massive roll for 2016, and we’ve barely started. We’ve got a whole ton of other awesome brews in the pipeline, as well as our incredible Ohio brewery set to open its doors in August. None of this could be achieved without our army of beer fans, our Equity Punks. They’re at the forefront of our business and provide input into everything we do, adding weight to our plan to overthrow the bland, faceless beer companies that continue to pump out characterless, tasteless beer.”
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