Commercial Construction & Renovation

MAY-JUN 2017

Commercial Construction & Renovation helps our subscribers design, build and maintain better commercial facilities by delivering content to meet the information needs of today's high-level executives.

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109 CRAFT BRAND AND MARKETING Inside Brewdog's strategy to revolutionize the craft beer experience By Michael J. Pallerino Two guys, a dog and slogan for the ages. If you want the snapshot of the Brewdog story, let's start there. Bored with the industrial-styled lagers and way too stuffy ales of the UK beer landscape, James Watt and Martin Dickie decided to take matters into their own hands. The high school friends from Peterhead, a fishing town north- east of Scotland, traveled slightly different paths to reach craft beer nirvana. Watt studied law and economics in Edinburgh, while Dickie attended the prestigious school of brewing and distilling at Heriot-Watt University. The convened at a time when the craft beer market needed them most. Inspired by the slogan that drives them, "Love Hops and Live the Dream," Watt and Dickie be- gan producing craft beer under the monicker, Brewdog, back in 2007. BrewDog was one of Britain's first breweries to pioneer a new wave of hoppy, American-style "craft" beers, inspired by breweries on America's West Coast, most notably Stone Brewing and Ballast Point of San Diego. To note, its Punk IPA is one of the most pop- ular and recognizable brands of British craft beer. Live. Love. Hops.

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