Page 3 - Brewdog Teaching Notes
P. 3
BrewDog Overview
BrewDog is the UK’s leading craft brewer, and one of the
fastest-growing food and drink companies in the UK with its
Punk IPA being the number one craft beer in the U.K. and its
most valuable beer brand.
The haters cannot get past the relentless self-promotion,
and loathe everything BrewDog stands for. Self-claimed as
“post-punk, apocalyptic, mother****** of a craft brewery”
Everything, it is claimed, BrewDog does, is about the beer.
Their objective is to change perceptions, challenge
conventions but to do it on their terms.
“in an age of media-savvy and brand-sceptical digital
natives, ostentatious displays of “authenticity” – known
to some as acting like pretentious hipster douchebags –
may have become a necessary condition for success. Is
it possible that James Watt and Martin Dickie, who
make something great but sell it with infuriating stunts
and obsessive passion, might represent the future of
business?” (11)
BrewDog achieved their success during the worst economic
downturn seen in the UK in 60 years. The BrewDog
identity was simply a response of anguish and frustration,
against the stuffy ales that dominated the market in 2007.
