Page 125 - Overthrow_Black&WhiteVersion

quo. We have always taken a stand against everything big breweries represent – faceless corporations that put profit over integrity, with
a mentality of ‘stack ‘em high and sell ‘em cheap’. We wanted to offer the antithesis to this – a brewery driven by passion and soul that puts beer at the heart of everything we do.
SOPHIE: From the very beginning, it was all
about a mission to create awesome craft beer
and overthrow industrialised lager. It wasn’t
about building a business. It was about starting
a rebellion, creating a revolution and getting people to join that crusade. It was very much a movement rather than just the creation of a company.
Has it worked? How has that irreverent nature benefited the business?
SOPHIE: I think it has really helped us challenge people’s perceptions of beer. We brewed a 55% ABV beer called The End of History, and that definitely got people thinking about beer in a different way.
JAMES: Through our punk mindset, we have
built a global community of people who share our frustrations and our passions. It was that community of punks that turned us into the brewery we are today. Together, they have helped us to build the craft beer revolution, and they’ve also invested more than £67m in us, proving they have as
much belief in our mission as we do.
124 Irreverent Maverick