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PRODUCT NEWS
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| Hop-infused face masks, barley massages on tap at BrewDog’s craft beer hotel |
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| 08 Mar 2017 . BY Jane Kitchen |
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| Hop-infused face masks will be tailored to the hops in customers' favourite beers |
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Scottish craft brewery BrewDog has plans to build a craft beer hotel near its brewery in Columbus, Ohio, US, that will include a craft beer spa with hop face masks, malted barley massages and ‘Hoppy Feet’ pedicures.
The company hopes to raise US$75,000 (€71,000, £61,700) in 30 days through crowdsourcing in order to build the DogHouse hotel, which it calls the “ultimate beer-themed immersive experience,” complete with its Punk IPA on tap in hotel bedrooms, a mini-fridge stocked with craft beer in the shower, and a beer-infused three-course breakfast. The company hopes to open the hotel by September 2018.
In an attempt to disrupt traditional financial models, BrewDog launched its ‘Equity for Punks’ programme in 2009, allowing its fans to invest in the company and at the same time enjoy exclusive perks. So far, 55,000 people have invested in the BrewDog business, contributing more than £40m (US$48.6m, €46m) to the company’s expansion – including the upcoming 100,000sq ft (9,290sq m) facility in Columbus, which is scheduled to open in mid-2017.
“So many people have visited our new brewery in America so far, and we’ve not even released our first beer yet,” said co-founder and CEO James Watt. “With the number of Equity Punks we now have stateside, as well as our international community of 55,000 shareholders, we’re gearing up to make the pilgrimage to our brewery an even more immersive craft beer experience.
“The rooms in The DogHouse will be 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 an arm’s length from a chilled can of Punk IPA. Forget Disneyland – this is the new happiest place on earth.”
The hotel will also include beer-based shampoos and shower gels and a restaurant with beers matched to courses. Guests can also enjoy private brewery tours, or for the truly dedicated – plunge into a Punk IPA-filled whirlpool.
BrewDog launched a similar crowdsourcing campaign last year for a Scottish beer-themed hotel.
The DogHouse craft beer hotel & sour beer facility from BrewDog on Vimeo.
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| PRODUCT NEWS |
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| Living Earth Crafts refreshes market-leading Century City bed |
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| Living Earth Crafts (LEC) has re-launched its best-selling multipurpose spa treatment table
the Century City™, redesigned to include both the ultra-luxurious Strata Cloudfill™
replaceable SpaMattress™ and the only Thermasoft™ Dual-Zone Embedded Table Warmer on the
market. |
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