Page 15 - BrewDog Case Study

Guerrilla Marketing

When they first started Watt and Dickie could not afford the

advertising budgets large brewers with large market shares
and established brands such as Budweiser, Beck’s Stella,

Carling or Tennent’s had. But these large brewers in 2007

did not value the craft beer market but, by 2018 this

changed as they recognised it and were now targeting it

through acquisition and market concentration:

Diagram 7: UK Beer Market Share 2018