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James Watt, Co-founder and
Sophie More, Global Head of Marketing The Interview
Shoot First, Aim Later BrewDog
Two parts Irreverent Maverick to one part Feisty Underdog, BrewDog combines outlandish and headline-grabbing ideas with fiercely inventive solutions to business constraints that might have tripped up the less determined. Passionate beer geeks at heart, the brand takes delight in poking fun at its mainstream beer rivals, all in the service of ‘making people as passionate about great craft beer as we are’.
Still gleefully irreverent, BrewDog is now sold in 60 countries, and the acquisition by TSG of a 23% stake in 2017 valued the company at £1bn. We met co-founder and ‘Captain’ James Watt and Global Head of Marketing Sophie More to understand what it takes to live as an Irreverent Maverick, inside and out.
You’ve become known for being irreverent and provocative about beer and the big brewers and brands. How did that start? And how would you characterise what you’ve been trying to do as
a challenger?
JAMES: BrewDog was born out of a frustration with the tired beer scene in the UK, and the monopoly of big breweries and their fizzy yellow lager. Since our inception, we have naturally challenged the status
w
Sophie More in one of BrewDog’s branded bars
in London.
122 Irreverent Maverick
