James Watt has launched Fool's Fix, a post-drinking recovery drink, and is once again turning the go-to-market into the story. The BrewDog founder is pledging 10% of the new business, split across its first 20,000 customers, who can each claim 100 founding shares and become co-owners from day one.
The product is a hydration remedy designed to be drunk after alcohol, built on electrolytes, vitamins and minerals, with magnesium citrate, Himalayan pink salt, prickly pear extract, glycine and a spread of B vitamins.
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It launches direct-to-consumer, with a six-can 355ml sample pack at £23.99, backed by a money-back promise if drinkers don't feel better the next morning.
Watt argues that handing ownership to customers rather than investors or influencers can build a brand faster, and it echoes his May launch of beer brand Second Best, where he pledged nearly a fifth of the business to BrewDog "equity punk" shareholders left empty-handed after its pre-pack administration and sale.
Fool's Fix enters a growing recovery-and-moderation category, targeting drinkers focused on managing alcohol's after-effects.
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