Page 13 - Brewdog Teaching Notes

In 2007 when BrewDog was set up it occurred during a

global financial crisis. In every sense BrewDog was a single

product company (SPC) but unlike the stereotypical SPC it

has displayed a longevity through its product development,

marketing, branding, distribution and diversification that

allows it to maintain its growth and profitability.

By 2020 the company was valued at £1.8bn but overnight its

revenue fell by 70% as lockdown occurred and survival

looked bleak as a result of the COVID-19 pandemic.

Covid-19 highlighted a simple relationship:

The Problem: No customers, no cash

For BrewDog the answer in 2021 was to a great extent the

same as that of 2007:

Solutions: Creative marketing, steady cash flow

The latter part of the solution for 2020/21 lay not in the

reliance on bar revenue but on that of the unexpected

increased in-home consumption of beer in cans.