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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CRAFT BRAND AND MARKETING 110 MAY/JUNE 2017 CBAM-MAG.COM Their recipe – and innovative marketing strategies – continues to pay off. Today, there are 50 BrewDog Bars in the United Kingdom and over- seas, a rapidly expanding brewery in Scotland, more than 400 incredi- ble crew members, and 35,000-plus "Equity for Punks" shareholders. And the beat goes on for the brewer that is known for, among other things, marketing initiatives such as dropping taxidermied "fat cats" over the city and driving a tank to the Bank of England. CBAM sat down with Watt, captain and co-founder, to get his take on the never-ending story that is Brewdog. What is the BrewDog story from a brand perspective? Martin and I realized that we were bored of the industrially brewed la- gers and stuffy ales that dominated the UK beer market. We decided the best way to fix this predicament was to brew our own beer. BrewDog was born in Martin's mom's garage in 2007. We started off brewing tiny batches of craft beer, filling the bottles by hand and selling the beers at local markets across Scotland and out of the back of a beat up van. In 2008, the business started to take off – people liked our brews and we persuaded the banks to give us money to buy tanks and a proper bottling machine. Ten years later, we've left the garage for our own brewery in Ellon, Scotland, and are about to open our first U.S. brewery in Columbus, Ohio. We currently export to 60 countries and have 50 global bars. Our biggest mission when we set up BrewDog was to make other people as passionate about great craft beer as we are. That is still our mission today, and it's at the heart of everything we do. What is today's craft beer consumer looking for? Like us, today's craft beer drinker is looking for an alternative to bland "corporate beers." That's where we come in. We are completely ded- icated to brewing the best craft beers we possibly can and elevating the status of beer. Define your consumer. What are they looking for? BrewDog fans don't fit into a particular category or definition. They're people like us, who just love craft beer and are looking for some- thing exciting made with soul and a purpose. What do you see as your biggest opportunity moving forward? There are tons of new opportuni- ties on the horizon for BrewDog. We're thrilled about continuing our global expansion in the US and the UK, which includes launching projects like our crowd- funded DogHouse craft beer hotel in Ohio and our new spirits distill- ery LoneWolf. We're also working on plans to build new breweries in Australia and Asia. What's the biggest item on your to-do list right now? The first item on our to-do list is opening our new Stateside brewery in Columbus, Ohio. Once it's open and running, we're going to get our new sour brewing facility and the DogHouse hotel off the ground. Our dream with the Dog- House is for craft beer fans to enjoy a vacation with a difference – to be fully immersed in a world of beer and come away loving craft beer more than ever. During their stay, DogHouse guests will enjoy a range of amenities from a hot tub filled with our Punk IPA to beer spa treatments and the finest beer cuisine. We're going to make it the "hoppiest" place on Earth. Describe a typical day? At BrewDog, there's no such thing as a typical day. With that said, everything we do from day to day is designed to bring us closer to our mission of mak- ing other people as passionate about craft beer as we are.

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