Although recently it’s seemed that its in every beer blogger’s job description to include at least one article about BrewDog, it was with genuine pleasure that I read that BrewDog have had a very successful first half of the year – and have just wrapped up a deal to become Britain’s #1 imported beer brand in Sweden.
So what – it’s Sweden! you may snort into your freshly poured 77 – but, despite proving that the Swedes clearly have decent taste – for me, this news sets the bar a little for what Independent Brewers can achieve.
Not only have BD managed to get the financials spot on and become a very sound business (a side often overlooked in Brewing), they’ve done it by not being safe. This, let’s not forget, is why we (generally) love them in the first place. Remember your first sip of Trashy Blonde and Punk IPA? That search to land a bottle of Tokyo and the simple genius of the Paradox series? The whole Zeitgeist-art-gallery-orgy -then-buying-crates-of-the-stuff-for-knockdown-prices thing? It was as if the US ‘Spirit of Adventure TM’ had drifted off course and ended up in Fraserburgh. And don’t even mention the Portman Group debacle (and the priceless marketing that achieved). Hunter S Thompson would be proud.
Yep, what lifts my glass is that BD have managed great growth but stayed true to what they do best. Imagine if thier next beer was ‘BrewDog Bitter’, a lank, trad, been done a thousand times beer. Unthinkable. Yet it happens all the time; other breweries roll out a thousand variations on one theme. Not BD – whack on top of this the fact that you’ve got green credentials in plans for a new eco-friendly brewhouse, and BD fast become a real success story with a good heart, too. Awww.
So, here’s to it, lads. Congrats, or rather, Grattis. Just don’t change, eh?