U.K brewing company BrewDog have set their sights on the U.S. craft beer craze. The self-described “post-punk apocalyptic mother fu*ker of a brewery” is notorious in the U.K. for attention-grabbing antics like a 55 percent abv beer that’s sold wrapped in squirrel or their disregard for the Advertising Standards Authority’s (ASA) request to tone down their advertising. However, the two “beer evangelist” owners James Watt and Martin Dickie have recently signed on for a reality show on Esquire Network based on craft beer.
Watt and Dickie will travel to various American beer cities and explore some of the culture behind the towns while creating their own locally inspired brew, but their press release might have said it best: “They’re like Dorothy and Toto on the yellow brick road, only this road is made of hops.” The hour-long series will find the duo traversing across the country to “celebrate distinctive craft beers” and help prove that “the drinks of the masses don’t need to be mass produced.”
BrewDog will be joined on their travels by well known companies like Stone, Anchor, Elysian, Victory, Oskar Blues and more on this six-episode season. Esquire Network will take over where G4 left off, donning the name of the magazine and boasting original programs like Knife Fight and Anthony Bourdain’s The Getaway.
Brew Dogs is set to make its premiere on Sept. 24 at 10 p.m. Esquire Network’s programming starts on Sept. 23.