James Watt Launches Fool's Fix Non-Alcoholic Brand

James Watt has announced the launch of a non-alcoholic beverage brand named Fool's Fix, which is part of his new beer project, Second Best. The former BrewDog co-founder described it as a 'post-drinking recovery drink' intended to assist with rehydration and better sleep, replenishing nutrients that alcohol depletes. A six-pack of 12-ounce cans is priced at £23 ($31.36) on the brand's website, which calculates to £3.99 per can.

The entry offer for Fool's Fix includes an interesting proposition: the first 20,000 buyers will be allocated 10% of the brand. These customers will receive 100 founding shares in the brand, along with a lifetime discount and additional perks. Former BrewDog equity investors will automatically hold stakes in Fool's Fix at no cost, as they were part of BrewDog’s 'Equity for Punks' crowdfunding scheme.

James Watt, who stepped down as CEO of BrewDog two years ago, started the Second Best initiative earlier this year in May. In an effort to engage former BrewDog shareholders, Watt proclaimed that up to 19.3% of his beer venture would be assigned to them. The pre-orders have been promising, with 50,000 people having signed up to own part of the new brand.

Furthermore, Watt has expressed interest in acquiring several breweries as part of the Second Best plan. This follows the recent sale of BrewDog assets to Tilray Brands, a significant transaction that involved various BrewDog brands and UK, Australian, and US assets. Despite the recent acquisition activities, Watt made a bid to repurchase BrewDog, which was later declined by Tilray CEO Irwin Simon, affirming that the business was 'not for sale'.