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.

Issue link: http://ccr-mag.epubxp.com/i/838365

Contents of this Issue

Navigation

Page 115 of 214

111 CRAFT BRAND AND MARKETING Tell us what makes the BrewDog brand so unique? We've embraced our punk men- tality and we aren't afraid to push the envelope with our marketing or our beer. Our community is incredibly important to us and we're always looking for ways to keep them involved with the brand and the way we do things. That's why we've launched programs like "Equity for Punks," which lets people in the UK and the U.S. invest and own part of BrewDog. "Equity Punks" also earn amazing, money-can't-buy rewards like lifetime discounts, free brewery tours, a say in how we run the company, tickets to our annual general mayhem (a business, beer and music festival exclusively for our shareholders), and more. We're also not afraid of a chal- lenge. In the past we've brewed up some standout beers like the "End of History," which tapped out at 55 percent ABV and was the world's strongest and most ex- pensive beer. It even came pack- aged in taxidermied stoats and squirrels, making a bold statement about beer as art and science. Taking on societal norms sur- rounding beer helped us pave the way for a changing landscape for both beer and beer's consump- tion in the UK, and we're excit- ed about where the scene has landed today and where it will go next – in the UK and beyond. What should people expect from BrewDog moving forward? Expect the unexpected. We're always going to be out there making waves, unsettling insti- tutions and testing the limits of what's possible in craft beer. What's the most rewarding part of your job? The most rewarding part of our job is redefining people's perceptions of what beer really is, putting craft beer on the map, and showing people how rewarding and amazing beer can be. What was the best advice you ever received? When Martin and I were still in the garage, we had a chance encoun - ter with the late, great beer writer, Michael Jackson. He tried our beer and told us, "Boys, quit your jobs and start brewing." The rest, as they say, is history. Expect the unexpected. We're always going to be out there making waves, unsettling institutions and testing the limits of what's possible in craft beer.

Articles in this issue

Archives of this issue

view archives of Commercial Construction & Renovation - MAY-JUN 2017