Magazine article Marketing

BrewDog Founder Slams Traditional Advertising

Magazine article Marketing

BrewDog Founder Slams Traditional Advertising

Article excerpt

BrewDog, the self-styled 'punk brewer', plans to launch a US TV show about craft beer, in line with its belief that editorial exposure is '1000 times more worthwhile' than advertising.

The publicity-hungry brand's founders, James Watt and Martin Dickie, were among the presenters of the eight-part Channel 4 series Food Unwrapped last year. They view the creation of the US programme, which has the working title BrewDogs, as a key part of marketing the brand to consumers across the Atlantic.

'Why pay for advertising when you can host a TV show about beer?' said Watt.

The six-year old company, which has a turnover of pounds 20m, has made its name through PR stunts and a series of controversial limited-edition lines, such as its 'End of History' ale - a 55%ABV beer sold in a bottle encased in a stuffed dead squirrel, stoat or hare.

Watt said BrewDog could not compete with the marketing muscle of the big brewers and had no plans to invest in traditional advertising. …

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