Beer giant BrewDog will temporarily turn its venues into ‘honesty bars’, where fans can pay whatever they want for beer.
BrewDog claims that Honest to Dog is an experiment that lets the community dictate the which products are offered to them and how.
Running between 3 and 9 June, Honest to Dog will only be available to BrewDog’s community of over 106,000 ‘equity punks’. Those who pay below full value will be asked to complete a feedback card explaining why less money was given. In Scotland the bars will only be able to accept money that complies with the minimum alcohol pricing legislation.
This “open-door” policy ensures that BrewDog’s community is being heard, with all feedback being published online by the Aberdeenshire-based brewer once the initiative has ended.
Any overpayments will be split 50/50 between the team in the BrewDog bar and the BrewDog Foundation which donates up to £1million a year to charities voted for by staff and equity punks.
BrewDog’s co-founder James Watt says: “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.”
Venues that will not become “honesty bars” are Inverurie, Edinburgh Airport, Reykjavik, Oslo, Florence, Bologna and Rome.