The What: The Esquire Network, a recently-launched, male-oriented cable TV channel, aired a new series — Brew Dogs — aimed at capitalizing on brewing culture, popularity and zany brewing ideas. In one episode, the Brew Dogs attempted to brew beer on a train.
The Who: James Watt and Martin Dickie are the founders of BrewDog, a Scottish brewery, who also host the similarly named show, Brew Dogs. The guys team up with Stone Brewing Co.‘s Greg Koch to unveil the mobile brewing unit they’ll use on the train and tackle the brewing challenge.
The Why: Who knows?! But it’s cool because it’s a unique brewing challenge: Five hours, traveling 240 miles, to start and finish the brewing process all the way up to fermentation — in a moving train. Like the guys who plumbed their buddy’s house with beer (even if that may have been a viral marketing campaign), this is one of those ideas that are only created when a bunch of friends get together with a few good beers.
The When: Brew Dogs airs Tuesday nights at 10 p.m. Until then, check out the video above to see the cool brewing rig the crew put together.
pfmarketing says
October 4, 2013 at 5:09 pmRT @CraftBrewingBiz: The four Ws of Brew Dogs: Brewing on a moving train http://t.co/fKBC3tWjo2 @BrewDogs @StoneBrewingCo @StoneGreg