BrewDog’s James Watt launches £2million reality TV show after two rejections on Dragons’ Den
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BREWDOG’S James Watt is launching a £2million reality TV show after twice being rejected by business programme Dragons’ Den. He told The Sun his fledgling firm was turned down as a competitor in 2009 when he hoped to go on the show and attract a £100,000 investment.
![[Portrait of James Watt, Brewdog CEO, holding a beer.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/2015-craft-beer-brewers-raised-797652682.jpg?strip=all&w=960)
A few years later he auditioned to be one of the Dragons — but was spurned after a BBC screen test. He said: “I’m fed up with the tired format of reality TV business shows relying on worn-out tropes and stale stereotypes of entrepreneurs for comedy value.”.
![[A glass of Brewdog pale ale on a table.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/2015-craft-beer-brewers-raised-797652683.jpg?strip=all&w=960)
His show House Of Unicorns will be produced by Sony and Whisper Productions and will offer the largest TV cash prize in UK history. Ten businesses are being sought to battle for the cash — £1million is being put up by James, with the other million coming from investor community Founders Capital. .
![[Luke Humphries kissing a trophy after winning a darts championship.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/luke-humphries-celebrates-trophy-winning-869623130.jpg?strip=all&w=960)
Viewers will vote on which business is handed £1million, with the other million decided by James. But fans can also invest in the winning businesses. If a network is not found the show will be broadcast on YouTube. James, 42, said: “I’m obsessed with business and love helping founders.”.
![[Mr. Kipling mince pies in a box and on a surface.]](https://www.thesun.co.uk/wp-content/uploads/2025/01/b815bd5e-55fb-44b3-9a72-fe67424c9c6b.jpg?strip=all&w=960)
Since stepping down as chief executive of Brewdog last summer, he has invested in 20 businesses. The Scot hopes the show this summer will encourage firms to end up as Unicorns, defined as being valued at $1million. PUB darts players are being given the chance to challenge arrows superstar Luke Humphries on the oche.
