BrewDog will use DogHouse as part of its ongoing efforts to grab a greater share of the US craft beer market, following a February opening of its biggest bar to date in Columbus, Ohio, and continued export growth.
Since being set up in 2007 by James Watt and Martin Dickie, BrewDog has opened 30 UK bars and nearly 20 internationally – alongside the development of its own beers.
Growth to date has largely been funded by its innovative Equity for Punk crowdfunding initiative. Over four fundraisings, BrewDog has banked £40m and gathered 55,000 “shareholders” since 2009.
Watt said the decision to launch a beer-themed hotel in the US is a reaction to “our army of beer geeks” who have been asking for one for a while.
“Now is the time to kick-start one of the most ambitious projects we’ve ever planned, all with the backing of our global community of beer fans,” he added.
“This will be the world’s only fully-immersive craft beer destination. Every single part of your stay at DogHouse will be absolutely dominated by hops, malt and incredible beer; from your shower, to your breakfast, to the view from your room, to the minibar and perks like your own Punk IPA tap.”
Ahead of opening the hotel, BrewDog is hosting a 30-day $75,000 fundraising drive on rewards-based crowdfunding platform Indiegogo.
Alongside a personal in-room Punk IPA tap, guests will reportedly have access to beer-based shampoos and shower gels, a fridge stocked with of the craft beers and beer-infused breakfasts, lunches and dinners.
Watt said: “The rooms in The DogHouse will reminiscent of our most popular beers, with rooms overlooking the foeders in our new sour beer facility, and we’ll have hop-infused face masks – tailored to the hops in your favourite beers – malted barley massages plus, possibly my favourite part, a fridge in your en suite so you’re never more than arm’s length from a chilled can of Punk IPA.”
BrewDog hopes to open the doors at DogHouse in September, shortly after it starts brewing at its new 100,000 sq ft Colombus Brewery nearby. The beer brand’s second US bar, located in nearby neighbourhood Franklinton, is also due to open late Summer 2017.
The new Columbus bar, its largest in the world, has 300 seats, two shuffle board tables, pin ball and arcade machines.