New spirits brand will be created in community-led project

By Bethan Grylls

- Last updated on GMT

BrewDog and Degen Distillery launch ‘crowd-created’ spirits brand. Credit: Getty/wildpixel
BrewDog and Degen Distillery launch ‘crowd-created’ spirits brand. Credit: Getty/wildpixel

Related tags Product launches R&D Beverages

A partnership between Degen Distillery and BrewDog will see the world’s first “crowd-created” spirits brand.

Degen Distillery and BrewDog will be working together to create a global community, powered by blockchain technology, that enables its members to pitch in on branding, design, recipes, production and distribution.

This collaboration follows the start-up’s completion of the BrewDog’s ‘Jetpack’ programme. This initiative provides emerging UK drink businesses with access to its state-of-the-art facilities and support – Degen Distillery is Jetpack’s first graduate.

“Entrepreneurship and startup hustle is something we want to support and inspire in the UK,”​ said James Watt, co-founder and CEO of BrewDog. “BrewDog cofounder Martin and I know how difficult it is to grow a business from the ground up, and with Jetpack, we wanted to offer an open door to the UK’s most promising startup founders, giving them access to our state-of-the-art facility in Scotland, as well as access to our teams and 16 years of experience in the UK drinks industry.

“Degen Distillery stood out from the very start as a shining example of a disruptive organisation looking to democratise a business model, and utilise ground-breaking new technologies to reach its community.”

Through the Jetpack programme, Degen Distillery will see its products listed in all 120+ BrewDog’s venues, and be supported with marketing and retail introductions.

To kick-off the project, Degen Distillery is inviting innovators to join the community and partake in the design and release of a spirits range, which will be led by the roll-out of its first vodka, ‘721’. This will be available at the end of the fourth quarter of 2023.

“Degen Distillery represents the future of how brands engage with their audiences and communities, and is being built alongside a community of creators and disruptors who are actively involved from ‘design to distribution’,”​ added CEO of Degen Distillery, Sammy Verghese. “BrewDog embodies much of our brand values with a commitment to community, equitable value share, and dedication to disruption.”

If you’re keen to be involved in the community, visit​.

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