Page 21 - Brewdog Teaching Notes

Lack of resources was only the first problem BrewDog the

fledgling brewery faced. There was also the fact that local

Scottish and probably international beer drinkers did not

particularly like BrewDog, preferring the industry giant’s

offerings. This meant that BrewDog would either have to

change what it made or look elsewhere for customers.

Rather than change their company to meet local customer
needs, BrewDog’s founders decided to target those

customers who identified with their core concept i.e. craft

beer enthusiasts. To this end they showed their
entrepreneurial acumen by approaching social media

influencers to recommend their products.

It worked but just as importantly as the increased in sales

was the creation and development of a loyal customer base.
But a base that was no longer parochial.

Watt and Dickie entrepreneurs: who are they?

Crank Turners – Bottling Plant Breweries, Spirits

Growth Leaders – No 1 craft beer brewer

Revenues Generators - crowdfunding

Adrenaline Junkies - controversies

Success factors as an entrepreneur

Passion and commitment:

You have to be a true believer – Mission, Punks

all they truly care about is their beer.

Value proposition: