About six years ago I was in Nottingham, looking for a dog (but that’s a different story).
First time in town, we stepped into the closer pub and that day, I discovered BrewDog. The atmosphere was electric, unapologetically punk, and unlike anything I had seen before.
I was hooked - not just by the beer, but by the brand’s rebellious spirit.
I started looking for BD pubs in London, and later on, I even became an Equity for Punks crowdfunding investor (a very small one, if you’re curious - I invested around £110).
Fast forward to today, and the BrewDog I fell in love with feels like a distant memory. If I think about the brand promises...
- BD promised to be carbon negative - yet that goal has quietly disappeared.
- BD was once proudly a B-Corp, committed to social and environmental standards, but they’ve since dropped that status.
- BD's founder, JW, repeatedly said that he would rather "set fire to his money than spend it on advertising". He also said that advertising is "shallow, it's fake and we want nothing to do with it". And yet, one day, I saw their ads covering London buses and the tube walls.
Internally, things look even worse. Reports of a toxic work culture and employee dissatisfaction have emerged, directly contradicting the values they claimed to uphold.
Employees were paid the living wage plus a share of the profits. Now, BD pays minimum wage - just like everyone else.
Recently, on the BD's internal forum, which I'm part of, being a small investor, someone added "we were told Brewdog refused to profit from human rights abuse and now it's opening a bar in Dubai and making deals in China."
BD was once a symbol of rebellion but today it feels like the brand has lost its way. Its brand equity is nearly gone by compromising on every single promise it once claimed made it stand out from the big guys.
From punk to junk. Yet, I still find myself at BD pubs in London from time to time, enjoying my Punk IPA and reflecting on how easily a loved brand can decline.
#branding #beer #branddecline #brewdog
Student at Universite général lanssana conté de Guinée
8moI am interested in the job