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BrewDog
BrewDog is a multinational brewery, distillery and pub chain based in Ellon, Aberdeenshire, Scotland. With production of over 100 million litres, BrewDog is the seventh-largest beer brand in Britain, and claims to be the "#1 Craft Brewer in Europe". As of 2023, the brand was available in 57 countries, with beers sold in over 129 bars and widely distributed internationally.
BrewDog, founded in 2007 by James Watt and Martin Dickie, opted not to invest in traditional advertising such as billboards or newspaper placements. Instead, the company employed a strategy centred on generating free media coverage through deliberately provocative campaigns, controversies, and publicity stunts.
BrewDog was founded in Fraserburgh, Scotland, in 2007 by James Watt and Martin Dickie. Dickie had previously worked at Thornbridge Brewery, where he helped develop their flagship beer, Jaipur. In 2009, BrewDog purchased its first bar, in nearby Aberdeen. At the end of 2018, the company and its franchisees operated 78 bars worldwide.
In 2011, BrewDog, along with other industry stakeholders, participated in a campaign advocating for the allowance of new beer measures in Britain. 2011 also saw the company offered crowdfunding shares totaling £2 million, the equivalent of 8% of the capital of the company. The shares were sold at £23.75 and accompanied several benefits such as discounts in its bars and online purchase of its beers.
The main brewing moved from Fraserburgh to nearby Ellon in 2012. In 2014, the company ended operations in Fraserburgh. In January 2013, BrewDog opened its new 5+1⁄2-acre (2.2-hectare) brewery at a cost of £7.8 million just outside of Ellon. The brewery was designed to minimise carbon emissions with the use of treatment plants, Biogas technology and since 2021, an anaerobic digestion plant. The effectiveness and overall impact of these measures have been a topic of industry discussion. In March 2015, BrewDog was awarded £1.5m in Regional Selective Assistance, a government grant available to businesses investing in job creation and economic development.
In 2016, the Ellon distillery was expanded at a cost of £5 million including the addition of a new 300 hectoliter (HL) brew house. BrewDog open-sourced its beer recipes to the public, making them a form of Free Beer. The decision also served as a marketing initiative to engage homebrewers and increase brand visibility.
In 2017, Private equity firm TSG Consumer Partners acquired a 22% stake in the company for approximately £213 million. In 2018, BrewDog announced its plan to build a $30 million brewery and tap room on an 11,000 square metres (120,000 sq ft) greenfield site in the Metroplex complex at Murarrie, in Brisbane, Australia.
In 2019, the company announced a new distillery in the United States and opened its first bar in Ireland, at the Capital Dock development in the upmarket Grand Canal Dock area of Dublin.
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BrewDog
BrewDog is a multinational brewery, distillery and pub chain based in Ellon, Aberdeenshire, Scotland. With production of over 100 million litres, BrewDog is the seventh-largest beer brand in Britain, and claims to be the "#1 Craft Brewer in Europe". As of 2023, the brand was available in 57 countries, with beers sold in over 129 bars and widely distributed internationally.
BrewDog, founded in 2007 by James Watt and Martin Dickie, opted not to invest in traditional advertising such as billboards or newspaper placements. Instead, the company employed a strategy centred on generating free media coverage through deliberately provocative campaigns, controversies, and publicity stunts.
BrewDog was founded in Fraserburgh, Scotland, in 2007 by James Watt and Martin Dickie. Dickie had previously worked at Thornbridge Brewery, where he helped develop their flagship beer, Jaipur. In 2009, BrewDog purchased its first bar, in nearby Aberdeen. At the end of 2018, the company and its franchisees operated 78 bars worldwide.
In 2011, BrewDog, along with other industry stakeholders, participated in a campaign advocating for the allowance of new beer measures in Britain. 2011 also saw the company offered crowdfunding shares totaling £2 million, the equivalent of 8% of the capital of the company. The shares were sold at £23.75 and accompanied several benefits such as discounts in its bars and online purchase of its beers.
The main brewing moved from Fraserburgh to nearby Ellon in 2012. In 2014, the company ended operations in Fraserburgh. In January 2013, BrewDog opened its new 5+1⁄2-acre (2.2-hectare) brewery at a cost of £7.8 million just outside of Ellon. The brewery was designed to minimise carbon emissions with the use of treatment plants, Biogas technology and since 2021, an anaerobic digestion plant. The effectiveness and overall impact of these measures have been a topic of industry discussion. In March 2015, BrewDog was awarded £1.5m in Regional Selective Assistance, a government grant available to businesses investing in job creation and economic development.
In 2016, the Ellon distillery was expanded at a cost of £5 million including the addition of a new 300 hectoliter (HL) brew house. BrewDog open-sourced its beer recipes to the public, making them a form of Free Beer. The decision also served as a marketing initiative to engage homebrewers and increase brand visibility.
In 2017, Private equity firm TSG Consumer Partners acquired a 22% stake in the company for approximately £213 million. In 2018, BrewDog announced its plan to build a $30 million brewery and tap room on an 11,000 square metres (120,000 sq ft) greenfield site in the Metroplex complex at Murarrie, in Brisbane, Australia.
In 2019, the company announced a new distillery in the United States and opened its first bar in Ireland, at the Capital Dock development in the upmarket Grand Canal Dock area of Dublin.