The corporate says a ‘difficult financial local weather’ has pressured it to contemplate its choices, which might embrace splitting up the enterprise.
AlixPartners is known to be pushing for a fast deal to be made with a decent deadline for indicative provides: however BrewDog emphasises no selections have been made but.
Sobering actuality: Past the craft beer growth
BrewDog was based by mates James Watt and Martin Dickie in 2007 when craft beer was at its peak: with the Scottish brewer initially making waves with its maverick branding and irreverent advertising type.
By 2015 it had grow to be a severe international enterprise: with its entry into the US on the again of bars as far afield as Brazil and Japan.
However gross sales progress has slowed drastically: up 1% in 2024 and with a £37m loss that yr.
As soon as a class outlined by meteoric progress charges, the craft beer house has matured and shoppers are being tempted away by newer classes akin to canned cocktails – or have merely reduce on alcohol fully.
And for BrewDog it’s been an eventful few years: former employees criticized the firm tradition; James Watt stepped down from his CEO function in 2024; and the corporate offered its rewilding forest in Scotland (which had been a poster sustainability initiative).
Final month BrewDog introduced the closure of its spirits arm, which it had revitalised progress in 2023.
Fairness for Punks
BrewDog’s preliminary years had been fuelled by its ‘Fairness for Punks’ buyers: a crowdfunding-style mannequin that noticed 220,000 buyers contribute £75m in crowdfunding throughout seven rounds.
In doing so, it constructed up a neighborhood of native followers (most invested comparatively small quantities round £400) who gained perks akin to lifetime reductions and an invitation to the ‘Annual Common Mayhem’ competition yearly.
Macroeconomic headwinds
BrewDog says its spent the final yr specializing in the place financial savings will be made, however has now appointed AlixPartners to evaluate the choices for the corporate.
“As with many companies working in a difficult financial local weather and dealing with sustained macro headwinds, we commonly overview our choices with a give attention to the long-term power and sustainability of the corporate,” stated a spokesperson for the corporate.
“Following a yr of decisive motion in 2025, which noticed a give attention to prices and working efficiencies, we’ve appointed AlixPartners to assist a structured and aggressive course of to guage the following part of funding for the enterprise. This can be a deliberate and disciplined step with a give attention to strengthening the long-term way forward for the BrewDog model and its operations.”
Nonetheless, the spokesperson emphasises that every one bars, brewers and venues are working as regular and no selections have been taken.
“BrewDog stays a world pioneer in craft beer: a world-class client model, the No.1 impartial brewer within the UK and with a extremely engaged international neighborhood. We consider that this mix will appeal to substantial curiosity, although no remaining selections have been made.”
In figures: BrewDog
- The brewer reached product sales of £357m in 2024, with brews shipped to greater than 50 nations and with 72 bars worldwide.
- It operates 4 breweries all over the world: at its house in Ellon, Scotland; plus the US, Australia and Germany.
- It has round 1,400 staff.
- Non-public fairness investor TSG is a 21% shareholder following a £213m funding in BrewDog in 2017. James Watt and Martin Dickie are different main shareholders.
- BD is the main impartial brewer within the UK with a 4% market share in UK grocery market by worth, and 5 of the highest 8 UK craft manufacturers (Punk, Elvis Juice, Hazy Jane, Wingman, Misplaced).
