If the creators of BrewDog were anything, shy would not be one of them. BrewDog is constantly challenging the very notion of conventionalism both in and out of the beer industry. They have brewed on the ocean floor, shoved the world's previous highest gravity beer bottle into a taxidermy squirrel, and are planning to give beer lovers a hotel where guests can bathe in beer. Now adding to their repertoire, BrewDog plans to open "The Bar on Edge."
"The Bar on Edge" is BrewDog's latest venture in beer politics - and politics - that stands to unite good people with good beer. In their "Make Beer, Not Walls" motion, Brewdog's "Bar on Edge" will sit smack dab in the middle of the USA and Mexico border. While the exact location is left to be determined, BrewDog has revealed that the dual-citizenship bar will be set somewhere along the Texas and Chihuahua, Mexico border. BrewDog co-founder James Watt commented,
"'The Bar on the Edge' will be set up in the furthest outskirts of the United States, reflecting our ambition to reach every corner of the country as we begin to brew our beers on US soil. Beer has always been a unifying factor between cultures - and our business was born from collaboration and an inclusive approach - so we thought it would be fun to place the bar a few feet further to actually cross the US-Mexico border too."
The announcement comes in lieu of their Tex-Mex tap takeover set to take place at their DogTap taproom in Columbus, Ohio. The takeover will feature Texas breweries Alamo Beer Company, Brash Brewing, No Label Brewing, 512 Brewing, Copperhead Brewing, and Buffalo Bayou, along with Mezcal and Tequila.
While it may sound like a marketing scheme to draw in patrons, anyone familiar with the BrewDog brand can vouch for the sincerity of their declarations. The guys that once drew attention to their brand by creating comical beer videos - like this hilarious one here - have gone far beyond the powers of YouTube. Growing in size and following, BrewDog's crazy antics and craft beer have built a name that are making waves in the industry.
"It was JFK that said, 'conformity is the jailer of freedom and the enemy of growth'. We love the US, and we already have an amazing army of fans over here, but we do not intend to bring BrewDog 'lite' to the US. The 'Bar on the Edge' is our line in the sand, quite literally."
The public is united through beer and BrewDog plans to celebrate that by building this bar along the border. The idea of the bar pays homage to America's sense of discovery while capturing a welcoming nature. Breaking down barriers and offering up eclectic brews, "The Bar on Edge" will be a gathering place for like-minded beer lovers.
"The Bar on Edge" will feature American beers on the Mexico side and Mexican beers on the American side - along with their Ohioan beers. The bar made out of shipping containers will feature a dotted line dividing the borders inside and out.
Whether or not BrewDog can pull off this venture remains to be seen. One thing is for certain, they are putting their own twist on the definition of Tex-Mex.