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Brief Published: 11 May 2018

BrewDog Launches Cycle Club


Scottish craft beer brand BrewDog has launched its own global cycle clubs through San Francisco-based fitness app Strava.

Dubbed the BrewDog Chain Gang, cycling and beer enthusiasts around the world can join rides operating from their local BrewDog bar or affiliated pub, with the Strava app acting as an information hub for the times and locations of upcoming events.

Alongside this, the craft beer company has collaborated with London-based cycling apparel brand Milltag to create a line of BrewDog-branded cycling clothing and kit, including jerseys, bottles and jackets.

According to BrewDog's co-founder James Watt: "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 travelled, and are powered by hugely passionate communities. With BrewDog Chain Gang, we wanted to turn it up a gear by helping our community unite their two passions of beer and bikes."

This is a key example of how big brands are tapping into the active space to access cult communities, as discussed in our latest Macro Trend report 360 Sports Nutrition.

See also Protest Beer for Climate Change and Epicurean Escapism: The Foodie Traveller Opportunity for more on how BrewDog is extending its offering. See Brand Stretch: Elastic Food & Drink Development for a look at how brands are expanding beyond their original product and service remit.