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The global market leader is 2,500 times our size, and has much bigger spending power and bigger resources behind it. So, we know that to overthrow the big businesses that we’re up against we have to do things on a much bigger scale. We talk about blowing shit up all the time.
JAMES: The budget is relatively flexible – if
the concept is incredible, we will back it whole- heartedly. But we have maintained the same attitude towards marketing as we had in 2007 –
we would rather inspire people with a clever, eclectic concept that’s massively shareable than invest heavily in an over-the-top TV campaign that’ll be forgotten by the time Bake Off comes back on.
How does it change the way you think about media, and what is media for a brand like BrewDog?
JAMES: It’s really the hundreds of thousands of people who engage with us on social media that are our driving force. One of the great things about the rise of social media was being able to have
a conversation with our audience – to learn in
real time what they love, what they don’t love,
and how we can build a better business together.
We’ve always maintained a strong dialogue with our customers and our fans on social media, and this has enabled us to tap into their ideas as well as their feedback incredibly quickly. PR has also been imperative to our success and we’ve consistently worked to make beer worth talking about.
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