Page 19 - BrewDog Case Study

In 2016 SAB Miller was acquired by Anheuser-Busch InBev at

a cost of some $70bn. SAB Miller had in 2015 acquire
Meantime brewery of Greenwich, London producing craft

beer. AB InBev announced that it was buying the niche

brewery of the Camden Town Brewery.

BrewDog, which sells what it considers the best of many
other small, independent craft breweries in its bars,

promptly dropped Camden Town. “We will not,” Watt

declared, “sell beers made by AB InBev. And BrewDog will
never sell out to some monolithic drinks giant. Not ever.

Mega corporations care about costs, market share,

dividends, valuations. They don’t care about beer.” (14)