Page 40 - Brewdog Teaching Notes

Ultimately, BrewDog’s marketing is about getting noticed,

and educating people that beer can be enjoyed, and that

there are alternatives to the generic, mainstream beers

available.

To achieve this BrewDog operates a marketing pull strategy

through its advertising e.g. ‘cool’ branding, doing whatever it

takes to build an anti-boredom brand.

BrewDog’s passion is what makes its USP as a craft beer

brand the more compelling. However, craft beer is a trend,

and the main purpose of the name 'craft' is effectively to

double the price over normal beer and lager. The case study

shows a can of Jack Hamm selling for £3 but traditional cans

of lager are substantially lower especially when bought in

packs.