BrewDog Partners with Degen Distillery to Launch into Web3

On September 14, Degen Distillery, a ‘tech-infused spirits start-up’, announced a partnership with major multinational beer and spirits company, BrewDog, to undertake a “radical social experiment” wherein the pair will collaborate with their communities to co-create a new spirits brand.

Degen Distillery’s co-creation initiative will see community input across key areas such as:

• Branding and Design
• Bottle Artwork
• Product Recipes
• Production
• Distribution

Degen Distillery will further involve its community by allowing individuals to earn a license fee on their respective brand and product creations, facilitated by blockchain technology. This, in turn, is compounded by a ‘social distribution’ model, whereby the Web3 stack will be leveraged to engage community members by allowing them to participate in the selling of Degen Distillery products across the world, with said community members “having ownership of part of that revenue… forever”.

According to Sammy Verghese,CEO of Degen Distillery, “Degen Distillery represents the future of how brands engage with their audiences and communities, and is being built alongside a community of creators and disruptors who are actively involved from ‘design to distribution’. BrewDog embodies much of our brand values with a commitment to community, equitable value share, and dedication to disruption.”

As part of its early initiatives, Degen Distillery will invite its community to provide input regarding the design of its first vodka product, dubbed ‘721’, which is expected to be available from Q4 2023. 

“Entrepreneurship and startup hustle is something we want to support and inspire in the UK. BrewDog cofounder Martin and I know how difficult it is to grow a business from the ground up, and with Jetpack, we wanted to offer an open door to the UK’s most promising startup founders, giving them access to our state-of-the-art facility in Scotland, as well as access to our teams and 16 years of experience in the UK drinks industry.

Degen Distillery stood out from the very start as a shining example of a disruptive organisation looking to democratise a business model, and utilise groundbreaking new technologies to reach its community.”, Said James Watt, Co-founder and CEO of BrewDog said

What is Degen Distillery?

According to Degen Distillery, the start-up is built alongside a community of creators, innovators & disruptors, and is where cutting-edge technology forges the future of community participation in brands - Designed to allow individuals to earn from the brands they love by not only helping to co-create them, but to take part in an era-defining approach to distribution.

Degen Distillery is currently inviting enthusiasts to join its community and help shape the future of its brand and business.

What is BrewDog?

BrewDog is known globally for its democratic approach to business, having crowdfunded in excess of £100 million from 200,000 investors since 2009. The brewer has also democratized its own recipes, by releasing them in a homebrew bible dubbed ‘DIY Dog’. In 2022, BrewDog announced Jetpack, offering its facilities and expertise to startup drinks businesses in the UK. Degen Distillery is the first graduate from the Jetpack programme.

Degen Distillery’s induction into the Jetpack program comes with a host of support from titans of the trade, BrewDog, including liquid production at BrewDog’s state-of-the-art distillery, listings in all of BrewDog’s 120+ global venues, marketing support, global retail introductions and much more.