11-03-2009 - Vol. 11 / No. 04James Watt, the 26 yr old co-founder of successful yet controversial BrewDog brewery in UK, also has his sights on US mkt, reported The Sunday Times of London. Started up just 2 yrs ago, BrewDog is funding aggressive expansion plans by offering 10% of co to customers through its “Equity for Punks” scheme, noted Times. “The value of the company, has theoretically jumped” from $7.8 mil to $37 mil, “in less than” 6 mos. Some of funding is going towards BrewDog opening its own bar in UK which will sell only its brands. First of what he hopes to be nationwide chain opens in Feb 2010. As for US mkt, “We’ve set up a US company and we’re setting up a new website that will allow people to design their own beer labels,” said James. “If you buy shares, you get a 20% discount on our beer for life,” he assured.
BrewDog doing biz in US will certainly get regulators’ attention based on brief history in UK with eye-catching brands like Punk IPA, Trashy Blonde and Hardcore IPA, along with brand called Tokyo, with 18% alcohol content. On several occasions BrewDog has locked horns with industry’s self-appointed watchdog The Portman Group. When Tokyo was criticized as “deeply irresponsible,” BrewDog launched brand called “Nanny State” with just 1.1% alc by volume. “The Portman Group is funded by the big boys to look after the interests of the big brewery,” said James. Unlike larger brewers, BrewDog has been successful in “shifting the demographic for beer-drinking into a younger age group and opening a new market that has been in decline for decades,” noted Times. But appealing to younger drinkers naturally brings “risk of appearing irresponsible.”
