Brewdog CEO James Watt has revealed his long term vision for the business with plans to turn the brewery and pub chain into one of the world’s top five beer brands.
Watt said that despite being the world’s leading craft brewer, “the reality is that we are just getting going”. He has laid out his mission to become the only premium global beer brand successfully launched in the last 100 years.
He further said ”we simply cannot change the world from the fringes,” with the brand focus remaining on ”hardcore craft beers” but also on elevating the status of beer in as many people’s lives as possible.
Brewdog has plans to scale up its operation by betting big on beer categories outside of their famous IPAs.
“With Lost we are taking on the lager category, with Black Heart we are taking on stout and with Shore Leave we are diving into ale,” he said.
It was also evolve its retail strategy, with plans to bring new locations across India, Thailand, Australia, America and Gatwick airport. This is part and parcel of the mission to go global with continued investment in its American, German and Australian breweries and bars.
”Secondly, we are building our export business. We are the number 1 craft beer in France, Italy, Holland and Dubai. And thirdly, we have recently established big-ticket strategic alliances in huge international markets: China, South Korea, Japan and India,” said Watt.
As a fully certified carbon negative beer business, Brewdog continue to invest in reducing its carbon footprint, and with the flagship Lost Forest project have now planted 500,000 trees in the heart of the Scottish Highlands.
Looking foward, Watt said: ”we have always been fully committed to doing the best we can for our people, and we were recently judged as one of the Sunday Times Best Places To Work in the UK.”
”Our people make BrewDog what it is today – a business that is continuing to grow, continuing to expand into new markets, continuing to challenge the giants of the beer industry and continuing to make people passionate about craft beer.”
Precis
premium global beer brand successfully launched in the last 100 years.
