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BrewDog case study: creating a high growth beer brand within a falling beer market Product Image

BrewDog case study: creating a high growth beer brand within a falling beer market

  • Published: June 2009
  • 13 pages
  • Datamonitor

This report on BrewDog forms part of The case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the independent Scottish brewer has grown rapidly despite the falling beer market.

Key reasons to purchase this title

- Gain insight into the methods used by important industry players to give them a competitive edge

- Identify specific areas for operational improvements

- Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The UK beer market is gloomy, but innovation could enhance its prospects
The recession and the smoking ban have been blamed for falling UK beer sales
Independent brewers are gaining an edge in the recessionary climate by offering popular and novel alternatives to corporate brands
Corporations are fighting back with their own innovations
BrewDog has achieved strong growth, focusing on craft beers that are well marketed
Formed in 2007, BrewDog is on track for sales of over £1.5m in 2009
BrewDog focuses on creating authentic style beers with a modern twist
The company utilizes small batch production methods and natural ingredients
Instead of traditional real ale fans, the company seeks a younger, broader-focused beer lover
While BrewDogs brand names and high beer strength have courted controversy, the company has dealt with this positively
BrewDog has utilized online marketing well, building a close relationship with customers
Sending free samples to top global bloggers proved a successful way for BrewDog to establish the brand at launch
The company regularly asks consumers to vote for new product ideas via its website
BrewDogs sales are heavily export focused, so building the UK business has become a priority
New product innovation and an ethical focus could help build the business further
The company has experimented with new production methods and ingredients to gain consumer interest
A new brewery is planned that will focus on environmentally friendly production methods
Conclusion: mixing heritage and modernity has proved a hit for the company, and could be a good strategy for other brewers to utilize
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: The overall beer, and combined ales, stouts and bitters markets in the UK off-trade, 2003-2013, $ millions
Table 2: Successful craft breweries in the UK
Table 3: BrewDog product list
List of Figures
Figure 1: The majority of UK consumers have not recently changed their drinking frequency in the on-trade
Figure 2: BrewDog has succeeded through the entrepreneurship of its young founders
Figure 3: UK consumers find authentic claims to be fairly influential in their food and drink choices
Figure 4: BrewDog branding is iconic and memorable
Figure 5: UK consumers are showing increasing concern for the environment

Note: Product cover images may vary from those shown

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