Written by: Vicky Bullen, CEO
BrewDog’s punk persona may have faded, but with the right leadership it has a shot at reclaiming its rebellious edge
The rise of BrewDog in the early 2010s was a celebratory moment for craft beer and itquickly earned a reputation for innovation. BrewDog offered something new, beyondmass-market beers, to appeal to customers’ sense of identity with anarchic, entertaining andindividualistic beer.
At its heart BrewDog had one great big, exciting, fresh idea when it launched. Something trulyunordinary. Its ‘punk’ ethos meant it stood out from the crowd. It had personality, attitude, andit approached business in an unconventional way – creating equity punks is a prime example. Itsuggested a beer made by the people, for the people – a business that would rebel against ‘thesystem’. And, unlike many brands looking to be rebellious, it actually took real action, likedelisting Camden Hells in its bars when it was sold to AB InBev.
Read the full article here to learn more.
