Which BrewDog beers should you stock?

By Nicholas Robinson contact

- Last updated on GMT

Top dog: BrewDog gives beer sales breakdown
Top dog: BrewDog gives beer sales breakdown

Related tags: Craft beer, Brewing

Following its whopping annual sales increase of 97%, BrewDog has revealed its best-selling beers as well as the formats customers want the most.

The near decade-old Scottish brewer and pub operator sells more Punk IPA, Dead Pony Club and 5AM Saint than any of its other brews.

Best selling beers
Breakdown: BrewDog beer sales by percentage

Alcohol-free Nanny State comes in at a close fourth followed by KingPin and Elvis Juice.

According to the self-proclaimed ‘punk’ beer producer, its Punk IPA sales rose 137.1% in 2016, bringing in a total of £19.3m and cementing the brew as the best-selling craft beer brand in the UK off-trade (Neilsen data for 2016).

158.7% increase

Dead Pony Club came in a distant second with £4m of sales, a 158.7% increase on the previous year.

Meanwhile, BrewDog’s 2016 sales split showed 330ml bottles accounted for 48% of total sales, keg 17%, KeyKeg 12%, cans 17% and 660ml bottles 6%.

Sales split
Sales split: breakdown of format sales by percentage

MD and co-founder James Watt said: “The UK craft beer scene is still growing at an incredible pace, with more outlets diversifying their offering to incorporate craft beer every day.

“We have built a strong sales team across the UK, and have secured strong listings with major sites nationwide, strengthening our position and enabling us to target new and emerging audiences and regions quickly and effectively.”

BrewDog now employs 650 staff across the world, has increased its craft beer bars by eight to 47 in total and sells beer to 60 countries worldwide.

65m bottles worldwide

Yesterday (31 May), the craft beer brewer announced it had shipped 214,000hl of beer and 65m bottles worldwide, along with a staggering sales increase of 97% and an enviable uptick in turnover of 60%.

Craft beer sales
Off-trade: what consumers are drinking at home

In April this year, the Scottish brewer and operator was valued at £1bn, following a £213m investment from TSG Consumer Partners and plans to expand its brewery and bars even further this year.

Co-founder James Watt told The Morning Advertiser​ the £213m deal, which meant selling 22% of the company, was not a sell-out​ .

He said: “It was a minority deal so if TSG owns 22.3% of our business, I remain the single largest shareholder, meaning we are still free to run the company exactly as we wish.”

Initial research by James Beeson.

Related topics: Beer, Ale & Stout, Lager

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