Aberdeenshire brewer BrewDog is giving fans the chance to pay what they want for beer at its bars.
Launching Honest to Dog from Monday to Sunday next week, the initiative will run in all of its north-east bars except the new Inverurie venue. Only seven venues around the world will not be included.
Open to BrewDog’s Equity Punks (shareholders) only, those who decide to pay less than the price of their bill will receive a feedback form where they will have to explain their reasons why they didn’t pay full price. And any overpayments will be divided between the BrewDog Foundation and bar staff.
In a completely unprecedented move, we are going to turn our BrewDog bars into honesty bars for our fans for an entire week.
Honest to Dog is a crazy, week long global experiment in business.
— James Watt (@BrewDogJames) May 29, 2019
Co-founder James Watt 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.”
All Scottish bars will have to comply with minimum-pricing legislation on all alcohol sales.