BrewDog launches FTSE beer pricing concept at new Canary Wharf bar

Kate Malczewski

Kate Malczewski

22 October 2018

BrewDog has opened a new bar in Canary Wharf featuring a new beer pricing concept, which it has dubbed the Hop Exchange.

Drawing inspiration from its locale in the  financial district, the Hop Exchange sees the Scottish brewer selling one of its draught beers at a price that is dependent on the Financial Times Stock Exchange (FTSE) 100 Index.

When the FTSE falls or rises, the cost of the beer fluctuates by the same percentage. An electronic sign over the bar broadcasts the day’s trading results and their effects on the price of the brew.

Continuing the financial theme, the bar is also BrewDog’s first to accept cryptocurrency, taking payments in both Bitcoin and Bitcoin Cash. In addition, it’s the brewer’s second bar to go cashless, following in the footsteps of its Clerkenwell branch.

The Canary Wharf location – BrewDog’s 10th venue in London and its 70th internationally – takes over the 300-seat space from Jamie’s Italian.

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