Sub Club and Brewgooder create a Dazzling lager made for dancing

Six people sitting or standing around a nightclub table and two cans of lager
SUBS BENCH – (front row) Jim Muotune of the Dazzle Project Advisory Board; and Sub Club director Barry Price: (back row) Sound Lab programme development manager Rollo Strickland ; Brewgooder co-founder James Hughes; Dazzle project coordinator Oliver Melling ; Sub Club director Mike Grieve; Aarti Joshi of the Dazzle Project Advisory Board; and touring DJ, artist and Dazzle Project Mentor, Rebecca Vasmant  (Pic: Brian Sweeney)

Glasgow’s world renowned electronic music venue Sub Club has teamed up with local brewer Brewgooder to create its very own lager.

Launched this month, Sub Club Dazzle Lager will be sold exclusively behind the bar at the Jamaica Street venue and its rooftop bar – and for each can sold, Sub Club and the Brewgooder Foundation will donate 5p each to the Dazzle Project, which organises skills workshops in the dance and electronic music scene.

The Dazzle Project provides six weeks of introductory level tuition aimed at breaking down barriers for individuals who wouldn’t otherwise get the opportunity. It involves touring DJs, producers and guest speakers from across the industry, addressing topics such as securing DJ residencies, the role of club nights, music communities and local radio, gender barriers, marketing, label management and many others.

The broad aim of the Dazzle Project is to contribute to structural change in the music industry, and improve the representation of marginalised groups in Scotland.

Three men stand indoors with cans of lager
Sub Club directors Barry Price and Mike Grieve with Brewgooder’s James Hughes

Sub Club managing director Mike Grieve said: “With a long standing ambition to have our own lager in the club, and having worked closely with Brewgooder over the last couple of years, it makes perfect sense for us to align our brands with this project as we share the common ethos of adding positive purpose to our commercial activities.

“The Dazzle Project is still in its infancy but already from the first exploratory series of workshops we have seen real life success with participants going on to do paid gigs and set up their own events. The additional funding this great new lager will provide will help bring more bright new talent to the fore, and we are really excited to get started – and as an added bonus, the new Subbie lager looks and tastes fantastic!”

A silver and black can of lager
Sub Club Dazzle Lager

Dazzle is a 4.5% ‘easy drinking’ session lager, described as the ‘perfect partner for the dancefloor’. Brewgooder co-founder James Hughes said: “Having worked with the Sub Club team for a couple years now, there has always been alignment of ethos and values.

“So when we learned about their Dazzle Project, we saw an obvious opportunity to collaborate and produce not only a great looking and tasting product, but also a house beer that will forever exist to enable better opportunities for others, which entirely aligns with the purpose we founded Brewgooder on back in 2016.”