BrewDog Chain Gang will see BrewDog’s UK and international bars become cycling Clubhouses – or hubs – where bike and beer fans can meet for group rides, before pedalling their way back for a post-ride Punk IPA.
Anyone passionate about cycling and beer can start or join a BrewDog Chain Gang chapter in their hometown, even if the town in question does not have a BrewDog bar.
To start a chapter and become a Ride Leader, cyclists are encouraged to sign up on the BrewDog Chain Gang website, where they can create interesting routes.
'Natural crossover'
To join a chapter, cyclists simply download the Strava app and log on to the Strava Clubhouse portal, where information on upcoming club events will also be shared.
There are already chapters live across the UK, Europe and Canada and the first annual ride to the AGM took place in April 2018.
BrewDog co-founder James Watt said:"There has always been a natural crossover between craft beer fans and cycling fans. Both are driven by a passion for exploration, discovering the road less travel, and are powered by hugely passionate communities.
“Our fans, who are avid cyclists, have been using BrewDog bars as unofficial clubhouses for years. With BrewDog Chain Gang, we wanted to turn it up a gear by helping our community unite their two passions of beer and bikes."
New merchandise
Watt continued: "Through our global network of 50 bars, we can create awesome cycling hubs spanning Southampton to Stockholm and Brighton to Barcelona, giving people the opportunity to meet new people, see new places and try new beers.
“Before hitting the road, our BrewDog Chain Gangs can kick off the day with Nanny State for a hop injection without alcohol, before toasting the end of their ride with a round of Punk IPA."
To coincide with the launch of Chain Gang, BrewDog has teamed up with cycling gear creators Milltag to create series of official BrewDog Chain Gang merchandise, including cycling jerseys, water bottles, gloves, hats and more.
The BrewDog Chain Gang gear can be purchased from the BrewDog online shop.