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We have a festival every October that we’ve run
for the last eight years called Collabfest, where each of our bars partners up with a local brewery and they produce a beer together. Ultimately, the big boys of bland corporate beer are our common enemy. You can look at other industries where there’s a lot of competition and consumers can see through that. Being inclusive and collaborative as a brand means it’s easier for consumers to trust us.
BrewDog is remarkable for consistently making headlines. How do you ensure BrewDog is always in the news? And how spontaneous is this really?
JAMES: We’re probably a lot more spontaneous than people think – we come up with ideas and work very quickly to implement them. We can also credibly get involved in a wide range of conversations and stand up against anything
or anyone who contradicts the values we adhere to – inclusivity, collaboration, independence and passion.
Dwelling on an idea for too long isn’t really our style, and if it’s an awesome idea, it’s better to run with it or you’ll soon see someone else get there before you. Shoot first, aim later.
How does this irreverence change the way you make marketing plans and key budget decisions?
SOPHIE: Everything has to be a game-changer and for any target that we’ve set ourselves we think, ‘How do we double that? How do we triple that?’
128 Irreverent Maverick