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James Watt, co-founder of BrewDog.
What is the criteria for a great BrewDog idea or activation? How do you know whether to press the button or not?
SOPHIE: It always goes back to the mission, which is to make other people as passionate about great craft beer as we are. There’s no point in making noise for the sake of it. We have to be making noise to bring attention to our beer.
JAMES: We have a simple two-part test at BrewDog: 1. Could any other brewery do this?
And 2. Is it completely aligned to our core mission? As long as no other brewery would go near an idea, and it completely aligns with our ambition to make other people as passionate about great craft beer as we are, then we’re all in.
BrewDog is famed for its high-risk PR stunts, yet you’ve built a huge amount of integrity and credibility as a respected beer brand through other aspects of your marketing. How do you operate successfully on both those fronts?
Is this aspect key for Irreverent Maverick challengers like BrewDog?
SOPHIE: The reason we can do those risky PR stunts is because of the quality, care and craftsmanship that goes into our beer. So, we’ve got real credibility within the craft beer community. A big part of what we do with our beer is collaborating with smaller, independent breweries.
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