FDBusiness.com

BrewDog, Scotland’s largest independent brewery, has developed an innovative approach to increasing the availability and sales of its craft beers. Following its unique ‘Equity for Punks’ programme last year, which raised £750,000 of capital and made BrewDog the first company in Europe to have an online only public share offering, the innovative company is now engaging its army of shareholders to head a sales offensive.

Some 1300 shareholders are being encouraged to introduce BrewDog’s craft beer to bars across the country. Dubbed ‘BrewDog to the People’, the campaign will see shareholders dropping ‘Punk Kits’ into pubs and bars where they would like to see BrewDog beers sold.

The Punk Kits include a booklet with information on BrewDog, a separate product information sheet on all of the company’s beers, including the classic Punk IPA and more specialist beers such as Hardcore IPA, as well as a ‘how to buy’ sheet with information on BrewDog’s distributors by region. In-venue promotional material is also included.

“BrewDog to the People gives the people who want to see a craft beer revolution, a chance to spark one. Equity for Punks was always going to be about more than just being a shareholder; it is an opportunity to help us change things,” explains BrewDog co-founder, James Watt. “Helping sales not only boosts our shareholders’ equity, they help to sound the death knell for drab, tasteless beers that dominate the UK on trade.”