abstrakt
The more tuned in and turned on aspiring BrewPups amongst you may have noticed a little bit about Abstrakt in our www.equityforpunks.com prospectus. As a Christmas gift and because we are nice like that, we thought we would let you know a little bit more about the project and get your feedback and input on our plans before the plan is completely crystallized and before we go live.
The starting point for the whole new concept was that our ideas and beery creativity needed an outlet but at the same time our BrewDog range needs at least some semblance of order. We decided we needed to find a better, more structured and less confusing way to introduce and bring our special, limited release beers to the market. Over the last 2 years we have dazzled distributors and customers alike with a pretty extensive line-up and a lot of different beers and loads of one off special beers. We needed to get better at introducing our special, limited release beers.
So abstrakt was born.
Abstrakt will be the concept beer outlet for BrewDog and Abstrakt will only ever brew and release a beer once. BrewDog’s Abstrakt is about exciting, progressive and conceptual beers, beer which not only push the boundaries but smash them up completely.
All the packaging you see here is prototype. We have not got the final design dialled in yet but it will be similar to the ones here. It will also be a different colour for each new abstrakt beer.
ABSTRAKT IS A NEW TYPE OF CONCEPT BEER BRAND WHICH WILL ONLY EVER BREW AND RELEASE A BEER ONCE
> ABSTRAKT WILL RELEASE A VERY SMALL NUMBER OF LIMITED EDITION BATCHES PER YEAR
> THE BEERS WILL ONLY BE BRANDED AND NAMED BY THEIR RELEASE NUMBER, E.G. AB:01
> ALL BEERS WILL BE PACKAGED IN HALF CHAMPAGNE BOTTLES WITH A CORK FINISH AND MINIMALISTIC LABEL WITH THE BOTTLE NUMBER ON IT
> THE BRAND WILL BE SUPPORTED BY WWW.ABSTRAKT.COM MICRO- SITE
> ALL THE ABSTRAKT BEERS WILL BE BOTTLE CONDITIONED, MAKING THEM VERY SUITABLE FOR AGEING AND COLLECTING
> ALL BOTTLES ARE NUMBERED LIMITED EDITIONS
AB:01 will be a 12.1% vanilla bean infused Belgian quad
AB:02 may be a strawberry and black pepper oak aged imperial ale
AB:03 may be a 15% double hopped, double imperial red ale
AB:04 may be the Tokyo* we just put into Islay casks with raspberries
We want to hear your thoughts on the concept before we go live with it. Do you like the idea? Would you change anything about it? You input is very much appreciated!
Join the Discussion
Comments (26)
Im excited to see how this shapes up!
..shit, i love it anyways..!!
-Cheers!!
Great concept though, you are going to do a good job of robbing me of even more of my money, I want two each of AB:01, 02, 03 and 04 already, you buggers.
However Im not a fan of the minimalist labeling - for me its too simplistic and unoriginal.
I like the idea of having a different artist design each editions label. I especially loved the Atlantic IPA and Paradox labeling but I also like the brand image across the whole range of brewdog labels... I also agree you should make the labels scream BREWDOG! rather than whimper as they are doing now...
Only thing that Im unsure of at the moment, its that it doesnt scream BREWDOG to me... yeah ok, the bottles are great, but the labels, although they look like a really nice bit of sharp design, they are perhaps too far apart from the Brewdog brand?
but yeah, best of luck with the project anyway, look forward to getting my hands on some (exclamation mark)
So we would pay a set amount up front and whenever a batch is released a set of the beers are sent out automatically.
You get guaranteed orders and money up front. We make sure we dont miss a batch and maybe get slightly cheaper deal.
Would be kinda cool
Best of luck
Chris
Love the fillette bottles, and combined with the sharp packaging it looks very cool, clean and chic.
However, having long admired your general ethos and blatant disregard for conventional styling and marketing there seems to be much less of the renegade and rebellious about these labels. This is only a very personal opinion, but the labels look a little more like those of a new world winery than a boundary smashing, vanguard brewery who have produced some of the most innovative and astonishing beers to hit the market in the last couple of year.
That said – still a huge fan, and the proposed beers do not fail to intrigue and entice.
Also how about getting a different artist to design a label for each edition?
Interesting to see how many other Scottish micro breweries are treading this path now, imitation is the greatest form of flattery and all that. Clearly Brewdog are doing something very right.
Good to see Brewpubs on the agenda too, best way to get people to understand Brewdog, let then sit in it and soak it up