FRESHNESS MATTERS. THIS IS 30 DAY IPA

Every beer is on the clock. Between leaving the brewery and arriving into your hand, it can only deteriorate in quality if not looked after. We are committed to going the extra mile so that you can enjoy brewery-fresh quality beer – and to illustrate the difference this can make we have a brand new India Pale Ale that is a celebration of freshness.

30 Day IPA is out now. Only in places where we can guarantee it will be stored cold end-to-end.

With 30 days as a shelf life this new, devastatingly fresh 6.7% ABV West Coast IPA has a short life. But that’s the point. We have heavily dry-hopped it with Mosaic, Citra and Chinook to give massive aromas of mango, yuzu, lychee, citrus and resinous pine. These top notes are fragile and can drop away over time, so there are two solutions – store cold and drink fresh. Actually these are more than solutions; they are mantras that we live by.

Available in can or on draft we have stored and shipped 30 Day IPA cold from us to you to keep its aroma and flavour intact. Storing cold helps keep any flavour reduction at bay – so every step of the journey 30 Day IPA takes will be refrigerated. The trucks, the cellars, the warehouse. Everything. Brewery-fresh all the way from us to you, the proof that freshness matters is here. Within 30 days.

And our main weapon in getting our new IPA to you in this way? It lies just outside Glasgow. Code-named Hop Hub, our 130,000ft2 warehouse is Europe’s first fully-refrigerated beer warehouse for national distribution. We have outfitted this huge space with six colossal chillers that blast out cold air 24/7 and ensure the over 1 million cans of craft beer it can receive every day never experience ambient temperature.

Hop Hub is a time capsule. An ice temple, preciously protecting our beer from the perils of heat damage and flavour deterioration by slowing down the ageing process. And we built it with one thought in mind – beer quality. It is everything to us here at BrewDog and we tirelessly work with our entire team to ensure that ‘store cold, drink fresh’ becomes the new norm. 30 Day IPA is here to fly the flag for freshness and quality and to change how people think about beer itself.

Pick one up and judge for yourself – freshness matters.