Rebecca P.
Yelp
Brewdog's marketing strategies are entrenched in provocation, so it's no surprise that they are a divisive topic. Love it or hate it, Brewdog have been at the forefront of the craft beer movement, daring punters to drink aggressively hoppy beers since 2007. Their Punk IPA is synonymous with motivating the taste for hop-forward American style beers in the UK and Brewdog has jumped on numerous opportunities to push forward innovation- they were selling Punk IPA in cans by 2011 and have opened Brewdog bars across the world, from Brazil to Japan. There are currently 28 bars in the UK alone- and this number will continue to grow explosively.
The sheer magnitude of the Brewdog Empire is therefore a spiky issue with some beer drinkers. Putting that aside, Brewdog does have an exceptional reputation for training employees and hiring people who are genuinely fanatical about beer. It's not a joke, either- I've spoken to industry heavyweights who acknowledge that their staff training is unmatched. It's patently obvious when you saunter up to the bar in a Brewdog establishment- you can ask questions about the styles available, the hops used and for information on the guest breweries. I've always had excellent banter without any pretentiousness with the bar staff in venues across London.
I recently visited Brewdog Soho for the second time because I was desperate for a drink after an afternoon battling the crowds on Oxford Street- seeing as the likelihood of finding anything exemplary in the area was slim, we made a beeline for Brewdog. Many elements of the décor are consistent across the Brewdog bars: expect a modern taproom style bar with a rotating marquee sign beer menu overhead. There's often a good selection of bottled beers on offer to drink in or take away and bars offer food menus to visitors, which can focus on hotdogs, burgers or even cheese boards to match with their beers. The surroundings are usually characterised by industrial-chic furnishings and fixtures- think exposed light fixtures and ceiling grates, a focus on the bar, wooden tables and stools. They are effortlessly trendy, but it's the engaged staff that keep the atmosphere grounded. Clientele can vary from anything from serious beer drinkers to suited bankers to stag parties.
Brewdog Soho has cunningly incorporated the characteristics of the surrounding locale into its bar- relatively inconspicuous from the outside, the bar boasts a neon sign reading 'BEERPORN' and the dearth of natural light inside evokes a mild sense of a dodgy speakeasy- but it works. The bar is set across two floors and there's even a 'craft beer sexline' downstairs for the insidiously curious. Upstairs is generally continuously buzzy with crowds ebbing and flowing while the downstairs area offers some refuge and tends to be more tranquil.
Brewdog offers a retreat from the heavy footfall of Oxford Street and Tottenham Court Road. You can generally get a seat in the afternoon and with about 20 beers on tap (and a plethora in the fridges), you're bound to find something to quench your thirst, whether it's from their own ranges, which can carry high ABVs and slap you in the face, to some sessionable saisons from a guest brewery. They often have a great range and work closely with local breweries (Beavertown in particular).
If you don't know where to start, I suggest opting for a flight board, where you can try four 1/3rd pints that is either pre-selected or you can mix and match based on your own preferences. Always relishing an opportunity to generate buzz, Brewdog releases some novel beers in small batches, their Abstrakt range and limited editions- they even serve their Jet Black Heart on nitro, a new technology for pouring the perfect pint. So it can be hard to decide on only one.
Forsaking your feelings towards Brewdog as a brand- or ignoring their controversial and intensely divisive marketing techniques- this is still a great haunt in central London that shouldn't be overlooked. Perfect for discovering a new beer, enjoying a good pint that will always be served with exceptional care and style, or even just playing a game of Connect Four over a Punk IPA (I've seen it).
Banish the haters and go check it out for yourself- be a punk and take a page from the Brewdog manifesto.
