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news
the_brewdog_chain_gang.jpgThe Brewdog Chain Gang – beer brand launches cycling club
Brewdog has launched a series of social cycling clubs operating from a number of its bars. Seemingly well aware that use of the word ‘epic’ is mandatory in these situations, The Brewdog Chain Gang is described as, “a global cycling club that uses craft beer bars as club houses and cold beer as reward for an epic day in the saddle.”
So far, there are ‘chapters’ operating from Brewdog bars in Aberdeen, Birmingham, Dundee, Edinburgh, Ellon, Norwich, Reading and York, plus a couple further afield in Calgary and San Sebastian.
"There has always been a natural crossover between craft beer fans and cycling fans," Brewdog co-founder James Watt told BikeBiz.
"Our fans who are avid cyclists have been using Brewdog bars as unofficial Clubhouses for years. With Brewdog Chain Gang, we wanted to turn it up a gear by helping our community unite their two passions."
Here’s a short video. You’ll notice that there is of course Brewdog Chain Gang merch (they even do a musette).
You can join via the Brewdog Chain Gang Strava page and if there isn’t a club operating from your local bar, they’re looking for experienced cyclists to lead rides, so you can apply to set one up.
Alex has written for more cricket publications than the rest of the road.cc team combined. Despite the apparent evidence of this picture, he doesn't especially like cake.
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20 comments
I wouldn't mind if they then actually provided secure parking for the bikes whilst your quenching your thirst.
My local (shameless plug) the Windsor And Eton Brewery allow us to put our bikes inside the brewery (as long as we carry then over the bar area floor) when we sit back and relax after a ride.
For Brewdog it's clearly about money, not sport. All their local cycling clubs
must be delighted that Brewdog are tapping into their territory and
taking potential members away from them.
Oh gawd, all beards and disc brakes. Down the pub with your mates after an epic ride etc.
Ooh, just be careful you don't get your beard aught in your disc brake, that could be nasty.
Perhaps Brewdog can release a nice thirst quenching Radler to celebrate their 'club.'
I'm on the fence about this, they started near me, so when I was contacting local businesses last year regarding sponsorship of an elite womens cycling team. Brewdog was one of those companies. Here is their response. I have boldened the line that makes me laugh the most. So it doesn't mix well if it doesn't make you cash....
Hi Keith,
Thank you so much for your interest in BrewDog and approaching us about sponsorship!
Unfortunately, as a responsible beer manufacturer, we do not sponsor any sports teams as we feel it is not aligned with our business objectives or values. Although we love sports we do not feel it mixes particularly well with beer and is not something we wish to encourage.
Sorry I couldn't be of any further help at this time and best of luck
Thanks
More importantly is Milltag kit any good, as I would certainly consider buying it?
Just think, a megacorp, sell-out brewmonster encouraging cycling and people are still not happy...
Yes I rate their kit very highly,fwiw obviously just my opinion, but I find it ticks all the boxes on fit,quality,comfort etc. They do alot of custom kits now rather than an extensive range of their own designs, and seem to cover a few breweries like Meantime brewery & Magic Rock brewery released their latest Milltag design today
https://www.magicrockbrewing.com/blog/magic-rock-cycling-gear-2018/
Yes. I have the original Top-Bonk Schleppers kit, shorts, top, cap, socks and long arms. It is really good quality stuff.
https://www.ebay.co.uk/itm/Top-Bonk-Schleppers-Team-Kit/263632914624?_tr...
Check out the reason for sale
So has their beer become shit - or are you just pissed off that they're reasonably successful ?
Neither. I just find the fawning over them and the dismissal of larger brewers to be inconsistent because their products are much the same now.
Well that was part of the question - have their beers changed ? If they're just the same as the larger brewers then they would have had to, as they offered beers that were largely different previously. So have they changed ?
They really aren't. I haven't detected a noticeable change in the beers Brewdog produce now compared to before their sale, while Fosters and Boddingtons still taste like mass produced generic lager and bitter respectively.
I get that saying you weren't going to sell out and then doing so is somewhat hypocritical, but it isn't fair to say that they have become just like everyone else by it. That is just an oversimplistic way to look at the world.
The first 2 commentators are moronic.
Almost every business start up is done by folk with the goal of building something up, perhaps something big, maybe they've read an inspirational tome from a global business leader and want to be 'massive'.
Brewdog started small and grew exponentially. It's my belief that's down to 2 reasons. 1. Some bold, funny and brilliantly marketable beers and 2. Bloody good leadership.
So what if they have investors? I wouldn't want to lose the family home on a business venture, if i could access cash other ways I would whilst using those same investors' business expertise and connections.
I salute BrewDog. I worked with them 10 years ago at start up phase and the founders were clearly brilliant and quite inspirational, kudos to them.
Thanks to growth of many craft beer companies the big brewers have been forced to scale back their production of generic cooking lager and are now investing in craft beer lines and buying small business, much to the satisfaction of the start ups and the greater choice us consumers now have.
FWIW i think the cycle drinking club is a pleasant idea but surely half the fun is starting and ending in different places not always the same boozer...
Moronic? Moi??
I think my point, was that Brewdog spent time building up a fanbase while saying "Look at us! We're hip and independent, not like those evil corporate Big Beer companies."
If they hadn't been saying that so much, it wouldn't be such a big deal when they promptly sold out to the vampire squids of the world. IMO.
Exactly my point. While they may have been different a few years ago, they're now exactly the same as every other large scale brewer.
Brewdog is no more of a craft brewer than other multinational brewers like Heinkeen and ABInbev. A few beards and tattoos do not detract from the fact that a private equity firm owns a significant share of it.
I think they actually started out as a proper indie craft brewery. Then they sold out for loadsamoney (the very thing they'd always insisted they'd never do...).
Yes, but do Heineken and ABInbev makes beers like Brewdog?
Dead Pony Club and Elvis Juice are probably my drinks of choice
For Heineken, there's Maltsmith, Deuchars, Lagunitas, Brixton Brewery, Coast to Coast, Three Hop...