Could Hawkes be the brand to do for cider what BrewDog has done for craft beer?
The Aberdeen iconoclast announced a significant investment in the London craft cider producer, claiming it had found a ‘kindred spirit’.
The love affair is clearly mutual. Simon Wright, founder of Hawkes Cider, cites BrewDog’s promotion of craft beer as the inspiration for his own cider business.
‘BrewDog made me believe that redefining an industry is possible with bold ambition,’ Wright told Imbibe. ‘We’ve always made it clear that our mission is to be the best craft cider company in the world. We’ve also been overt that the UK cider market needs to change. Today, this new investment from BrewDog will accelerate the speed at which we can make this a reality.
‘The democratisation of cider in the UK, and the world, is our key priority, but we can’t do it alone. I hope this announcement today proves to any cidermaker that the future of craft cider can be as exciting as beer if we continue to push boundaries.’
As well as its range of ciders, Hawkes opened its Cidery & Taproom in London’s Bermondsey Beer Mile in mid-2017.
The investment is BrewDog’s second in the last month. It acquired the 14-venue craft beer chain Draft House at the end of March.