As it enters its 13th year of trading, Ellon-based BrewDog has revealed a new visual identity alongside six-point plan “BrewDog Tomorrow” to refocus its business around sustainability, people and the planet.
BrewDog’s new look is the first shake-up of its core branding since 2014 and will be rolled out with new core values across an estate of more than 100 bars worldwide and an export market comprising 60 countries.
As reported by The Morning Advertiser (MA), BrewDog follows in the footsteps of a number of revered beer brands including Young’s, Hobgoblin, Old Speckled Hen and Spitfire which were all given contemporary facelifts in 2019.
From punks with stunts to punks with purpose
Speaking at MA’s inaugural Drink Tank conference in November 2019, BrewDog co-founder James Watt hinted that a change of tack could be in the offing in 2020 by suggesting that the headline business plan for the independent brewer and pub operator in the coming year would revolve around moving from “rebel to maverick – from punks with stunts to punks with purpose”.
“How we disrupt might change and evolve," he explained. "Maybe less tanks, head-to-head battles with the Portman Group and Diageo."
Discussing BrewDog’s new brand identity, Watt explained: “It’s been a crazy journey so far. We’ve made it here by shaking up brewing and crafting a community owned business that is 100% powered by people. This marks a new dawn, welcome to the new BrewDog.
“BrewDog may have grown up a bit, but our underdog spirit is as alive as ever. We want to make sure that we’re working to inspire a new kind of business, with sustainability at its core.
“Real change takes time. But just because change doesn’t happen overnight, doesn’t mean it can’t - if not now when?
“BrewDog Tomorrow is our commitment to continuously raising the bar and setting a new standard for beer and business.”
Old dog, new tricks
In an effort to tackle the issue of wastage, BrewDog has pledged that it will welcome anyone who recycles 50 empty beer cans at its brewery into its 130,000 strong global investor community as a BrewDog Equity Punk as part of “BrewDog Tommorrow”.
What’s more in light of the 45bn, 100% recyclable, aluminium cans which ended up in landfill in the US in 2018, BrewDog has committed to an “upcycling revolution” by pledging to refill old cans from any brand with its craft beer.
Furthermore, under a pillar dubbed “Once beer vodka”, the Scottish brewer and pub operator has further committed to reduce its wastage by distilling beer that falls short of their brewing quality standards into vodka.
Elsewhere, BrewDog has pledged that it is poised to unveil a “revolution in responsible brewing at home”, by encouraging fans to “brew their own goddamn beer” with DIY Dog brewkits while also revealing that it will make all of the company’s beer knowledge available and open-sourced.
Finally, The BrewDog Tomorrow Fund will invest a further £1m per year to support research and initiatives to help the brewing industry have a positive impact on the world as well as crewmember and shareholder chosen charitable initiatives.