Page 16 - BrewDog Case Study
P. 16
BrewDog had however, from its inception, sought to reach
out through social media - social networks, bloggers, and
videos to the audience of popular brew bloggers at home
and abroad to influence the craft beer customer base and
build its market presence.
They
identified the
most
influential
beer writers
and sent
them beer
samples. In
addition, they created a humorous YouTube video that
quickly racked up 250,000-page views at a cost of £2,000.
Sweden became one of its primary markets.
Cool Branding: “Business for Punks”
According to Dickie, customers in
the northeast of Scotland were
accustomed to “the stuffy ales
and fizzy yellow lagers that had
come to dominate the UK drinks
market” (14)
BrewDog worked hard on creating an irreverent brand
image for BrewDog.
