A Brief History of BrewDog

Equity for Punks Tomorrow raises an eye-watering £30.2m… oh, and we collaborate on beers with a Trappist brewery (yes, monks) and Parma Violets (yes, the sweets). Since Watt’s departure, all eyes have been on the Scotland-based brewing company. Arrow had big shoes to fill as Watt was not only the co-founder of the brewing company but also headed up his own reality TV show.

Near Beer Revolution

Brew Dog’s commitment to these principles has helped them to build a strong brand and customer base and has also helped to luno exchange review position the company as one of the most exciting and dynamic companies in the beer industry today. Overall, the successes celebrated by BrewDog are a testament to the brewery’s commitment to innovation, quality, and creativity. By continuously pushing boundaries and challenging the status quo, BrewDog has established itself as a trailblazer in the craft beer industry and a beloved brand among beer enthusiasts worldwide. BrewDog’s unconventional approach to brewing and business helped it grow from a small operation to a global brand in just over a decade.

Edgy Marketing and Building a Brand

Arrow’s departure comes at a difficult time for the company, which hasn’t reported a pre-tax profit since 2019. But it is also a time of turbulence for all hospitality businesses. After less than a year in the role, the CEO of beleaguered beer company, BrewDog, has announced he is moving on. In fact, they might never make exactly the same beer twice (not for want of trying). And if they do sell the beer, it’ll be to local pubs as guest ales or take it to fairs and markets.

However, currencystrengthmeter_mtf precise forex indicator when delving into brewers who launched around the same time as BrewDog, the scale shifts. They pioneered equity crowdfunding through their “Equity for Punks” program, allowing fans to become shareholders. BrewDog’s online shop has played a crucial role in reaching international customers.

• The brewery has leveraged platforms like Twitter and Facebook to engage directly with consumers and create buzz around new product launches.
• When it comes to other global brewers, AB InBev sold about 612m HL worldwide (according to Statista) in 2017.
• BrewDog’s equity crowdfunding rounds have raised substantial sums and demonstrate the significant influence of its fanbase, as well as fostering a unique connection between the brand and its patrons.
• Each location maintained the brand’s distinctive style while adapting to local tastes.
• Watt, in particular, often serves as the public face of the brand, and his actions and decisions significantly impact public perception and overall direction.

Since then, BrewDog has expanded into a multinational company with nearly 100 locations, and more than 1,000 employees around the world. BrewDog was one of the biggest Startups 100 success stories, starting from a small craft brewery in Scotland to becoming a brand worth billions. BrewDog has faced several challenges throughout its journey as a craft beer brewery.

Brewdog’s Company Overview

• The Scottish brewery has also partnered with other craft breweries worldwide.
• In response to criticism, BrewDog has launched initiatives aimed at improving its image.
• James Watt apologised to staff after an open letter claimed employees across different departments shared a “residual feeling of fear”.
• Arrow’s departure comes at a difficult time for the company, which hasn’t reported a pre-tax profit since 2019.
• Stay up to date with a curated digest of the most important marketing stories and expert insights from our global team.

Beyond the main shareholders, there’s the added complexity of employee ownership initiatives and potential future IPOs. While BrewDog hasn’t fully transitioned into an employee-owned business, they have articulated a commitment towards employee ownership through their “Blueprint” program. This demonstrates the company’s efforts to involve its workforce in the brand’s success. BrewDog’s Punk IPA has taken the top spot in The Morning Advertiser’s list of the best-selling craft beers for the pub trade. “It’s jealousy, because Watt and Dickie have started a business in modern times, which is hard to do. ­ they have done classic challenging brand marketing, hit all the taboo points and got themselves into a bit of bother.

Mr Watt adds that BrewDog’s products are bought by beer aficionados, and priced at a premium. He says that if someone is going to abuse alcohol they will be the cheaper, mass market beers that give drinkers “maximum bang for their buck”. Childhood friends who grew up in the Scottish town of Peterhead, Mr Watt and Mr Dickie started brewing beer together as a hobby in their early 20s. Every country where beer is popular, there will be dozens if not hundreds of small brewers – from individuals in garages to microbreweries – doing something different. Our focus on planet comes to the fore, as we start work on our anaerobic digestion plant and launch BrewDog & Friends, the world’s most sustainable beer club. We announce plans for a Las Vegas brewery and our biggest ever venue, at London Waterloo.

The campaign with Rizzle Kicks’s Jordan Stephens aims to encourage people to unbottle their feelings and open up about anxiety and depression, and coincides with the launch of its Sad AF beer. The beer brand is found to be in breach of US federal law after it sent multiple shipments containing beer with ingredients that had not been legally approved. The watchdog takes issue with the implication that an alcoholic drink held health benefits, since it suggested the product was a low-sugar and low-carbohydrate alternative.

This unique approach strengthened BrewDog’s brand and provided capital for growth. Launched in 2009, it allowed fans to invest directly in the company. This crowdfunding model raised millions of pounds over multiple rounds. In 2014, BrewDog clashed with the Portman Group, a UK alcohol industry watchdog, over marketing practices.

Beer trivia

Three of the brewer’s beer brands came under fire following an audit of drinks packaging by the Portman’s Independent Complaints Panel. In the 11 years of its existence, BrewDog has brewed 1.2m hectolitres (HL) and its flagship beer Punk IPA is now the number one on-trade craft beer in the UK (according to CGA data). In the year 2017, the company was awarded £1.5 million in regional selective assistance and opened a brewery and taproom in Murarrie, Australia. In December 2019, Brewdog opened its first bar in Ireland, and during the COVID-19 pandemic, Brewdo completely shifted its distiller production towards making free hand sanitizers for hospitals and charities.

BrewDog is a major investor in Crowns what is nfp & Hops, a craft beer brand and brewery-in-planning that aims to be Inglewood, Calif.’s first black-owned brewery. BrewDog originally approached Crowns & Hops co-founders Beny Ashburn and Teo Hunter (formerly Dope & Dank) to be featured on their “Brew Dogs” show on Esquire. Ashburn and Hunter refused, but eventually appeared on the BrewDog Network. You might not find one in the glitzy nightspots, but plenty of local pubs, and especially those in the countryside, will feature a selection of locally brewed beers, often on tap. And finally, get familiar with any of your local bars that specialise in craft beers. Bars that sell nothing mainstream at all are popping up all over the land, and you can spend every night there for weeks and not exhaust their selections.

In September this year, BrewDog told its customers to get rid of the ‘generic’ beers in their fridges in exchange for a pint of the brewer’s Lost Lager as part of its Bad Beer Amnesty. When it comes to other global brewers, AB InBev sold about 612m HL worldwide (according to Statista) in 2017. During the same period, Heineken sold about 218m HL, Molson Coors 94m HL and Carlsberg, 112.4m HL. ASA acknowledges that the subject heading ‘one of your five a day’ might be interpreted by some consumers as a humorous nod to the fruit-flavored beers featured in the body of the email.

Under James Watt, the self-styled punk brewery has been no stranger to notoriety. As the controversial chief exec steps down, The Drum takes a look at some of the highs and lows that have shaped the BrewDog brand. Their creations consistently earned accolades, raising the profile of Scottish craft beer on the global stage.