Brewdog co‑founder James Watt complains of media blackout over hangover‑drink launch

James Watt took to LinkedIn on Tuesday to vent frustration that the launch of his new hangover‑prevention drink attracted “total silence” from the press. The Brewdog co‑founder announced the product, called Fool’s Fix, and said the media failed to report the milestone.

Normally, if I cough loudly, three journalists file copy about it. Yesterday we did a world first and the press said nothing.

The launch that went unnoticed

Watt’s post highlighted the contrast between his usual media coverage and the quiet surrounding the drink’s debut. He framed the silence as unusual, given his reputation for headline‑making moves in the craft‑beer world.

Watt’s strategy to win back investors

In the months after Brewdog was sold to US cannabis firm Tilray for £33 million, a fraction of its 2020 valuation, Watt has rolled out a series of initiatives aimed at those early backers. He is offering free shares in a new brewing venture called Second Best to anyone who held Brewdog equity, and the first 20,000 customers of Fool’s Fix can claim a 10 per cent stake in the brand.

“If you buy Fool’s Fix from our website you have the opportunity to claim 100 Founding Shares and become a co‑owner of this brand‑new business. For free,” Watt wrote. “Hopefully, together, we can create a new template for launching consumer businesses and build Fool’s Fix into a leading global recovery brand.”

What could lie ahead

The move comes after Watt’s earlier attempts to block Tilray’s takeover, including a personal bid that he said would have saved hundreds of jobs and reinstated the Real Living Wage. That bid was rejected, and he has not spoken publicly about it since.

With Brewdog’s chief executive James Taylor departing last month and no immediate replacement announced, Watt’s new venture may become a focal point for former Brewdog supporters seeking a fresh start. Whether the free‑share model attracts enough customers to sustain Fool’s Fix will be watched closely by investors and industry observers alike.