BrewDog has launched an honesty bar scheme where Equity Punks get to decide what they pay for their beer.
The Aberdeenshire craft brewer's generosity will be restricted in Scotland though - because customers can't undercut the minimum price set out by law.
The Honest to Dog scheme will run from June 3-9 for BrewDog’s community of over 106,000 Equity Punks. For every bill paid for under full value, a feedback card will have to be filled and the comments will be published online.
Any overpayments received will be split 50/50 between the BrewDog Foundation and the team in the BrewDog bar you are visiting. The BrewDog Foundation donates up to £1 million a year to charities voted for by its Crew and Equity Punks.
BrewDog's bars in Italy are excluded from the scheme along with, mysteriously, the ones in Inverurie and Edinburgh Airport.
James Watt, captain of BrewDog, said: “With BrewDog being a community owned business, it’s important for us to know what customers think of our products. With the Honest to Dog initiative we want to show our commitment to our Equity Punks by putting them in the driver’s seat, so they can tell us what they think our products are worth and most importantly, why.
“This is a ground-breaking social and business experiment that has never been done before. We want to take the risk no matter the financial profit, as we think that the results will be invaluable. To that end, we also want to share these results with the world in order to create a better business model and relationship with our fans.”
BrewDog Equity Punk investors receive a discount online and in all BrewDog Bars, as well as a free beer on their birthday, an invite (with a +1) to the annual #PunkAGM and much more.
BrewDog employees more than 1,500 people at 80 locations worldwide including its breweries in Ellon and Columbus, Ohio.
