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  • For consumers under 25, drinking – in a bar or at home – is a social activity
  • For consumers under 25, drinking – in a bar or at home – is a social activity
    BrewDog (2012) ©
CASE STUDY

BrewDog: personality, passion and punks

Punk Scottish brewer BrewDog reacted to criticism from regulators by releasing a 55% beer packaged in roadkill. This personality is exactly what keeps fans coming back for more.

Location United Kingdom

Scope
After releasing the world's strongest beer, punk Scottish brewer BrewDog reacted to criticism from regulators by releasing an even stronger beer, and packaging it in roadkill. This personality is exactly what keeps fans coming back for more.

The rising popularity of the brand – now on supermarket shelves and in bars across the UK – is partly a result of the fact that, unlike many competitors, it’s owned largely by those who love it rather than those who want to make money from it. This has allowed BrewDog to continue to rip up the public relations rule book ...

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