BrewDog: Driving the Craft Beer Movement

BrewDog: Driving the Craft Beer Movement

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.

You can become more like Goliath as long as you continue to think and act like David
— James Watt, Co-founder

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.

BrewDog in Brief:

  • In 2007 future business partners Martin and James decided that they were bored of industrially brewed ales and lagers, and that they wanted an alternative. They started brewing their own.
  • By 2009 they had got some loans to buy better brewing equipment and had made the headlines after brewing the UK’s strongest beer. They had also became Scotland’s largest independent brewery in only their second year of business.
  • 2010 was the year that Brewdog had finally opened their own bar in Aberdeen. James also become the youngest Scotsman to become Entrepreneur of the Year.
  • By 2011 the company had grown by 200%. For the second time.
  • In 2014 they released 36 new beers and had shipped to 55 different countries around the world.

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

Editor of The Challenger Project, marketing at eatbigfish. Champion of the underdog. West Ham fan. All adds up really.