Page 13 - BrewDog Case Study

been really badly affected. However, the Eat Out to Help Out.

UK, Government initiative, helped the company. What was
going to happen in terms of the pandemic and how it was

going to impact customer behaviour meant planning ahead

was very difficult.

From March 2020, BrewDog had to rely on its e-commerce
side of its business and the off-trade and international side

of the business to help make up for the hospitality side.

Mid-March 2020

Diagram 6: BrewDog e-mail

For the seven years up to 2019 BrewDog with its highly

successful bars – bare brick, exposed ironwork, spray-

painted graffiti had been the fastest growing company in the
UK. However, for the retail division, which covers the

company’s on-trade bars business, it recorded gross

revenues of just under half of the budgeted amount in the

period between 31 December 2019 and 30 June 2020. This
resulted in a net loss of £39.2m for this part of the business.

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