James Watt, the co-founder of BrewDog, has launched a new beverage company named Fool's Fix, which aims to combat hangovers. The drink, formulated with electrolytes, vitamins, minerals, and prickly pear, is designed for consumption after periods of heavy drinking.
Watt, who stepped down as BrewDog's chief executive in 2024 after 17 years, stated his personal use of the product. "I now drink Fool’s Fix religiously after drinking," Watt said. "And having made 2 billion cans of beer, I have caused my fair share of hangovers, so I wanted to do something about that!"
Fool's Fix is offering a unique incentive to its early adopters. The first 20,000 customers who purchase the drink and register online will each receive 100 shares in the company for free. This initiative means that the initial 20,000 customers will collectively own 10 percent of Fool's Fix. "As opposed to giving equity to celebs, influencers and advisors, we are giving equity to our customers instead," Watt explained.
Beyond new customers, former BrewDog "Equity Punk" investors are also being offered a stake. Every former Equity Punk can claim the same shareholding in Fool's Fix that they previously held in BrewDog, at no cost. Watt noted that this allows former Equity Punks to hold ownership in both his new beer business, Second Best, and Fool's Fix without further investment.
BrewDog's previous "Equity for Punks" scheme, which ran until 2021 and is reported to have raised £75 million, offered investors a chance to "own a slice of the brewery and share in its success and growth," along with perks like discounts and free birthday beer. However, BrewDog collapsed into administration in March 2026, leading to the sale of parts of the business to US firm Tilray for £33 million. The administration meant that Equity Punk investors would not receive a return on their investment.
Fool's Fix also includes a money-back guarantee. Watt has pledged to refund customers if they do not feel better the morning after consuming the drink compared to their usual state. "We spent more than a year developing Fool’s Fix, specifically choosing ingredients that support hydration, restoration and normal bodily function after drinking," Watt said. "But everyone is different and that’s exactly why the guarantee exists."
Watt transitioned from his CEO role at BrewDog to "captain and co-founder" in 2024. His co-founder, Martin Dickie, departed the company in 2025. Both had previously sold shares to a US private equity fund in 2017, reportedly earning £50 million each.
Following his departure from the CEO position, Watt launched Second Best, a beer brand that allocated nearly 20 percent of its shares to individuals who lost money through BrewDog's Equity for Punks scheme. In a separate development, Watt recently submitted an offer to buy back the BrewDog brand from Tilray, which acquired parts of the company earlier in 2026.