Page 11 - BrewDog Case Study

During 2018 BrewDog was in discussions with potential

bankers for an initial public offering (IPO) targeted for 2022
making the current campaign, EFP Tomorrow the last time it

would use the EFP model which had since 2009 raised by

2018 over £79m. An IPO was seen by BrewDog as an

evolution of that model.

2018 also saw the BrewDog BluePrint, a manifesto for

moving the company forward issued. The Blueprint included

more than 30 “exciting new initiatives” for the future such as

The Hop Hub, BrewDog’s new distribution centre near

Glasgow that was set to be Europe’s first fully refrigerated

beer warehouse giving the potential for BrewDog to

establish Europe’s first fully chilled supply chain. (18)

A further initiative proposed the company let its Equity

Punks set up their own craft beer outposts with the

introduction of the BrewDog bar franchise programme. The

scheme would be trialled in ten UK locations, including Ayr,

North Berwick, Oban and Kirkwall.

In 2020, with the emergence of COVID-19 BrewDog was

forced into fast-tracking planned initiatives, for the following

12 months, of their product innovation pipeline.

“So what we were intending to do over 12 to 18 months
we’re going to try and do over the next few weeks. It’s

going to give us something to speak to beer fans about,

it’s going to give us new things in our online shop; it’s
necessity-driven innovation.” (17)