BrewDog founder James Watt has announced the launch of a new hydration beverage.
Called Fool’s Fix, the product is billed as a “recovery remedy” and contains electrolytes, vitamins, minerals. It is designed to be consumed after drinking alcohol.
It has launched via DTC, with a 355ml, six-can ‘sample pack’ available for £23.99.
The ingredients deck for Fool’s Fix features magnesium citrate, Himalayan pink salt, trisodium citrate and prickly pear juice extract. Also included are vitamin C, vitamins B3, B6, B7, B12 and glycine.
Writing on LinkedIn, the ex-BrewDog CEO said Fool’s Fix would “support hydration, detoxification and restoration after a night out”.
Watt said: “I have made over two billion cans of beer, which probably means I have caused more hangovers than any other human on the planet.
“Yesterday we launched Fool’s Fix. A drink specifically designed for after drinking.
“We spent over a year developing it, packing it with electrolytes, vitamins, minerals and prickly pear to support hydration, detoxification and restoration after a night out.”
Watt said he planned to give away 10% of Fool’s Fix to the first 20,000 customers to purchase the drink online.
“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,” he said. “Hopefully, together, we can create a new template for launching consumer businesses and build Fool’s Fix into a leading global recovery brand.”
The offer echoes that made by Watt on the launch of his new beer business Second Best in May. The entrepreneur has pledged to give away 19.3% of the business to former ‘equity punk’ BrewDog shareholders wiped out by the beer brand’s pre-pack administration and subsequent sale to Tilray Brands.
Earlier this month, Watt said 50,000 people had applied to “own a piece of our new beer company”.
The launch of Second Best came after Watt failed in a last-ditch attempt to rescue BrewDog earlier this year.
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