The company behind the strongest beer in the world is setting up a bar in a prominent city centre spot.
Scottish firm Brewdog has agreed a deal to create a new bar on John Bright Street, near New Street Station.
The company specialises in a variety of beers – many of which it makes itself in Aberdeenshire – but is perhaps best known for making the strongest beer around – End of History – which is 55 per cent alcohol and consumed from a whisky glass.
That will not be available in the Birmingham bar – although a beer which is 41 per cent alcohol will – and co-founder James Watt said it would provide a relaxing atmosphere, free from televisions and loud music.
He said: "We live and die by what is in people’s glasses.
"We want to show people a different kind of beer. Most people think of a cheap and dusty pint but we want people to enjoy beer for its taste and flavour.
"We are excited about this," he added. "We have been looking for a location in Birmingham for a while now. For such a big city there are so few places that people can buy good beer.
"It is very close to New Street Station, so it is a good location, and hopefully we will be open by September.
"There were a few companies looking at it, but the landlord liked our concept and was happy to work with us.
"We will be offering our own beers and beers we bring in from all over the place."
Brewdog, which has an unusual business model which means it is owned by 7,000 small shareholders, who are mostly customers, is investing £300,000 in the new bar.
Mr Watt describes the model as an "anti-business business".
The venture will also see Brewdog take on 10 new employees – each of which will spend time at the firm’s brewery in Aberdeen to get a flavour for the business and the beer.
The expansion, which comes after new outlets were established in Manchester and Newcastle, comes after £2.5 million was raised through stakeholders.
While beer is at the heart of the venture, it is not solely aimed at the traditional beer drinker – middle-aged men.
Mr Watt, who co-founded the business alongside childhood friend Martin Dickie, said: "We set up the business when we were 23 years-old and we wanted to make other people as passionate about beer as us.
"Out company ethos is punky and edgy and we want to take beer to as many people as we can.
"Many beer companies aim at middle-aged men, but we are on a mission to take beers and make them cool and relevant."
The bar will have live music several times a week and communal seating areas, but no televisions or loud music.
There will be a small menu designed by Masterchef winner Tim Anderson, but food is served specifically to complement the beer – which is always the star of the show.
There will be 14 beers on offer, of which nine will be constantly changing, with brands being brought in from places like Japan, New Zealand, the US and Scandanavia.
While proposals for the bar are currently going through licensing, it is planned to be open until midnight on weekdays and 1am on the weekend.
Mr Watt, who said the company was feeling few ill effects from the recession after seeing revenue almost double to £7 million in recent years, said the 55 per cent beer was created to help promote the drink more widely.
He said: "It was designed to change people’s perceptions about what beer is and how it can be enjoyed.
"The beer was 55 per cent and we sold it to people to drink like you would whiskey."
He added: "It has not been all that tough for us. There are still opportunities.
"We managed to grow our business by about 90 per cent last year and we did the same the year before and we are on course to do it this year.
"It is easy for companies to say there is a recession, and blame that, but we haven’t noticed it too much in our business."