James Watt, co-founder of BrewDog, has unveiled a new reality television series titled House of Unicorns, set to premiere in 2025. This innovative programme aims to identify and nurture the United Kingdom’s next billion-dollar start-up, commonly referred to as a “unicorn.” With a record-breaking £2 million investment prize—the largest in UK television history—the show is poised to transform the entrepreneurial landscape.
Over a six-week period, participating entrepreneurs will engage in a series of challenges designed to test their business acumen, resilience, and creativity. The competition’s unique format allocates £1 million of the prize based on Watt’s selection, while the remaining £1 million will be awarded through audience votes, thereby involving viewers directly in the investment process. This interactive approach not only democratizes investment decisions but also allows viewers to invest in the winning business in real-time.
House of Unicorns is produced in collaboration with Whisper Productions and aims to double the number of unicorn companies emerging from the UK by 2030. Watt emphasizes that modern entrepreneurship transcends traditional innovation and technology; it necessitates building brands that captivate audiences and evoke emotional connections. He asserts that the show will provide a platform for ambitious start-ups to scale their businesses and achieve significant market presence.
The programme is currently accepting applications from consumer-focused, revenue-generating, and scalable brands. Entrepreneurs interested in participating can apply through the official House of Unicorns website. The selection process seeks businesses that will benefit from exposure to a wide audience, leveraging powerful marketing tools such as television, content creators, influencers, and celebrities within the House of Unicorns ecosystem.
This venture follows Watt’s previous entrepreneurial television endeavour, The Next Unicorn, launched in 2023, where he invested £1 million of his own money among five finalists. The new series, however, significantly amplifies the stakes, offering a £2 million investment prize and integrating public participation in the decision-making process.
House of Unicorns represents a bold step in reality television, merging entertainment with entrepreneurial development. By providing substantial financial backing and a platform for public engagement, the show aims to foster the growth of the UK’s next generation of unicorn companies, contributing to the nation’s economic dynamism and innovation landscape.
Learn more about how to apply here.
