BrewDog bars across the country are handing out free alcohol alongside a 30-minute education in craft beers.
It’s hoped the Beer School scheme could help boost the drinks industry and ensure beer lovers truly enjoy a great night out on flavoursome pints.
The pub industry has seen 25% of all its locals close since the turn of the millennium.
But Scottish-American craft brewer BrewDog has been bucking that trend, opening up a growing list of bars across the country.
They’re aiming for up to 60 bars in the next few years, with a new one just opened in Carlisle and others opening later this year in Manchester, Cambridge, Inverness and London’s trendy Dalston.
And they want to help teach British drinkers that the beer industry has evolved and no longer stops at the usual Stellas, Carlings and Heinekens.
James Watt, co-founder of BrewDog, is on a mission to show the craft beer industry is booming and there’s never been a better time to get back in the pub and try out their amazing new drinks.
He told the Daily Star: “I often say to the team we’re not selling beer we are selling information.
“The more someone can understand something, the more they can appreciate it”
“It’s not enough to just give people who only drink standard lagers a beer, it’s got to come with education.
“How it’s made, what are the flavours?, what the malt does, what the yeast does, the hops.
“By doing that we can get you to understand beer more.
“And the more someone can understand something, the more they can appreciate it.”
He believes the Beer School scheme is a top way of instilling that education in the country’s drinkers.
“We’re doing this thing in the bars called Beer School and we do it completely free,” he said.
“So you take three buddies into the bar, you book it online, and you get a 30-minute beer lesson with four taster beers, which is four thirds of a pint, on us.
“And you get a lesson from a qualified beer expert.
“You don’t pay a penny for it and it helps us educate people about the types of beers we make.”
More than 200 of BrewDog’s dedicated followers are currently with James and his co-founder Martin Dickie in Ohio, America, visiting a host of local breweries and the firm’s own US beer base to learn about craft beer making.
They flew out on the first-ever BrewDog Airlines trip which James hopes will become a regular journey for beer lovers to enjoy.