James Watt launches hangover drink - and the first 20,000 customers can own a stake in it

James Watt is giving away equity in his new business venture to the first 20,000 customers and former Brewdog investors. Watt, who ran Brewdog for 17 years until stepping down in 2024, has launched a new drinks business called Fool's Fix. It is designed to be drunk after a hefty drinking session to alleviate the side effects of a hangover the next day, and contains electrolytes, vitamins, minerals and prickly pear. The drinks industry veteran told This is Money: 'I now drink Fool’s Fix religiously after drinking.'And having made 2billion cans of beer, I have caused my fair share of hangovers, so I wanted to do something about that!'The first 20,000 Fool's Fix customers will have the opportunity to claim 100 shares in Fool’s Fix for free, so that 10 per cent of the business will be owned by its first 20,000 customers.Watt said: 'As opposed to giving equity to celebs, influencers and advisors, we are giving equity to our customers instead.' Married: James Watt, left, with his wife, former Made in Chelsea star Georgia Toffolo, rightTo claim shares, customers need to buy some drinks from the website for Fool's Fix, register online for the shares, wait for the application to be verified and, if approved, become a 'Founding Fool' with a stake in the business. The business said on its website: 'Once yours have been allotted you become a registered shareholder, and you also get a lifetime discount, a Founding Fool number and a digital card.'Watt said Fool's Fix will have two ownership pools. As well as the first 20,000 customers with 10 per cent of the business, 'every single' former Equity Punk can also claim the exact same stake they once held in Brewdog in Fool's Fix for free. Watt said: 'This means former Equity Punks can now have ownership stakes in Second Best (my new beer business) and Fool’s Fix - both for free.'Brewdog's Equity for Punks scheme promised those who invested a chance to 'own a slice of the brewery and share in its success and growth'. In return, Brewdog offered perks such as discounts on beer purchases and free birthday beer.But Brewdog collapsed into administration in March this year, leaving over 200,000 'Equity Punks' reeling. US firm Tilray acquired parts of the Brewdog business in a £33million deal, but 38 bars closed and 484 staff lost their jobs. Administrators were clear from the outset that those who invested in the Equity for Punks scheme with Brewdog would not get any return from the deal and would lose their money. Before it closed to new investors in 2021, the scheme is said to have raised £75million.Watt has pledged to hand Fool's Fix customers their money back if they wake up the next day and do not feel better than they did the night before. He said: 'We spent more than a year developing Fool’s Fix, specifically choosing ingredients that support hydration, restoration and normal bodily function after drinking.'But everyone is different and that’s exactly why the guarantee exists. If you try Fool’s Fix and genuinely don’t feel better the next morning than you normally would after drinking, we’ll give you your money back.'He added: 'I expect some people will claim it. I’ll actually be fascinated to see how many. But we’re confident enough and how it works in the product that we are happy to offer the money back guarantee.'Watt stood down as chief executive of Brewdog in 2024 and moved to a newly created position of 'captain and co-founder'. Co-founder Martin Dickie left the firm in 2025 citing 'personal reasons'. Both had sold shares in the firm to a US private equity fund TSG in 2017, making £50million each. After leaving Brewdog, Watt launched a beer brand called Second Best, offering nearly 20 per cent of shares to people who lost money after investing in Brewdog's Equity for Punks scheme. Last month, Watt made a bid to buy back Brewdog after it was sold to a US cannabis firm earlier this year. Watt said he had formally submitted an offer to buy the brand back from Tilray.DIY INVESTING PLATFORMSAJ BellAJ BellEasy investing and ready-made portfoliosHargreaves LansdownHargreaves LansdownFree fund dealing and investment ideasinteractive investorinteractive investorFlat-fee investing from £4.99 per monthFreetradeFreetradeInvesting Isa now free on basic planTrading 212Trading 212Free share dealing and no account feeAffiliate links: If you take out a product This is Money may earn a commission. These deals are chosen by our editorial team, as we think they are worth highlighting. This does not affect our editorial independence.Compare the best investing account for you