Challenger Brand Profile: BrewDog

By Jude Bliss, 31/10/2012

Bored of the industrially brewed lagers and stuffy ales that dominated the UK beer market James Watt and best friend Martin Dickie started brewing their own beers at home. That was 2007 and the birth of BrewDog.

Five years on and they bottle over a million bottles a month, have over 100 employees, sell in 27 countries worldwide and will see a turnover of over £11,000,000 in 2012.

It’s a phenomenal success story for a startup business. But far from settle for what they have, BrewDog have big plans for future growth. They have a mission at their core to get as many people as passionate as they are about craft beer, and as its estimated that craft beer sales account for only 2% of sales in the UK they still have plenty of room for further growth.

The question is how does a Challenger Brand like BrewDog become more like Goliath but still think and act like the industry David?

A huge thanks to James Watt and all the the guys at BrewDog for looking after us during our visit to the brewery and Fraserburgh.

Music by Mogwai. Buy ‘Kids Will Be Skeletons’ on iTunes.

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