James Watt interview: The 'shock' brewer talks 55 per cent beer, Darth Vader and a life on the ocean wave

Watt is co-founder of Brewdog, the award-winning Scottish craft-beer company

Watt says: 'The Big drinks companies are responsible for alcohol abuse in the UK because of their pricing policies. I want to elevate the status of beer by educating and enlightening people'

My first experiences with beer were awful I remember having a lager with friends on holiday when I was young, and I was like, what the hell, this tastes terrible, surely there has to be more to it than this? Then for years I didn't drink it at all: I drank whiskey, until I found a Californian pale ale called Sierra Nevada, which kicked off the craft-beer revolution in the US. It had taste and flavour and was intensely hoppy, and it started me on my beer journey.

I like to shock people into thinking about beer in a different way Brewdog's 55 per center, The End of History, combined beer, art and taxidermy. We served it in roadkill, working with a taxidermist to incorporate the bottles into stuffed stoats and squirrels. We sold them for £700 each and they sold out in 10 minutes – one is on display in an art museum in Australia. You've got to drink them in the same way you would a good single-malt whiskey: it's got so much depth of flavour and complexity.

The big drinks companies are responsible for alcohol abuse in the UK because of their pricing policies. I want to elevate the status of beer by educating and enlightening people, because when you can appreciate something, you are less likely to abuse it. Of course [with Brewdog's high-alcohol beer], we've been accused of being irresponsible, too. But someone looking to abuse something is always going to look for the maximum bang for their buck, and our beers are expensive.

The time I spent on the North Atlantic really changed me I spent five years as a deep-sea fisherman, and became a captain. It's a hell of a tough place to make a living, working long shifts on deck in the freezing cold, with spray on your face and gale-force winds, while trying to keep everyone safe. Once a wave hit so hard it put a dent in the hull and I thought we were going to capsize. But there's a great sense of camaraderie on board and I learnt so much about leadership; a lot of my unorthodox business ideas were forged in that time.

I've never been scared to stand up for what I believe I don't play party politics, but there are some issues I've wanted to draw attention to, and my favourite medium to do that is beer. I made a Hello My Name is Vladimir beer [which made headlines for its stance against Russia's anti-gay laws] to make a statement. I've been told that I can now never go to Russia. Just kidding – well, there's potentially a problem, but I don't worry too much about the consequences of things I feel passionate about.

I try to do far too many things at once People around me would say it's my worst habit – firing out too many projects and initiatives. It's because I'm a pretty restless person.

I'd like to go for a drink with Darth Vader Maybe I'd get to know what beers he likes and get him excited about some hoppy IPAs. I've dressed up as Vader for a few bits and pieces in the past, such as leading yoga sessions in the car park.

Ignore all advice It's the best advice I've been given! Which is a bit of a paradox as I've just written a book, Business for Punks, giving advice to others. The main thing for me, if you're starting a business, is to cut through everything else out there; it's got to be about more than a business – you need a higher purpose, a crusade. But I can't tell people to ignore all advice except my own, so feel free to ignore that, too.

James Watt, 33, is co-founder of Brewdog, the award-winning Scottish craft-beer company. Its latest beer, No Label, has been created in partnership with LGBTQI events organisers Queerest of the Queer (brewdog.com)