BrewDog calls amnesty on stolen Hazy Jane glasses
The glass, pictured above, has officially become the Scottish brewer and bar operator’s “most stolen glass ever”.
BrewDog co-founder and chief executive James Watt said: “Now, we don’t really mind our customers stealing the occasional glass from our bars.
“In fact, if you are going to have a beer glass in your kitchen, we would actually rather it was a glass that you plundered from a BrewDog bar versus a Carling, Stella or Foster’s glass.”
Survey
Do you suffer from glass thefts at your pub?
Yes
77%No
23%
Beautiful glass
Watt continued: “However, perhaps down to the fact that our Hazy Jane glass is so beautiful so many have been stolen that we are now running perilously low.
“So, we are introducing the Great BrewDog Glass Amnesty.
“Over the next week, simply visit any BrewDog bar, return a Hazy Jane glass which perhaps one of your friends maybe accidentally took home with them and we will fill up the glass with a delicious pint of Hazy Jane, for free.
“Or more precisely, in exchange for bringing the glass back.
“Who says that crime doesn’t pay?”
Growing popularity
The original Hazy Jane recipe was formulated in 2018 after the company saw the growing popularity of hazy IPAs and made the unfiltered beer as a 7.2% ABV New England IPA.
In 2020, the recipe was reformulated to become a session-strength 5% ABV and then followed a sales surge to become the fastest growing craft beer across the off-trade while sales rose by 300% across total trade in value, according to CGA and Nielsen data.
Last year, BrewDog stated three reasons to stock the beer at your pub. These were because Hazy Jane is the fastest growing craft beer in the UK (source: CGA and Nielsen), it offered breadth to your draught beer range by means of being a “super-premium” craft beer and serve and it was “differentiated from other pale ales and IPAs seen regularly on bars by occupying an accessible and discerning white space in the category”.
