BrewDog’s Renegade Marketing Rules

In less than 10 years, BrewDog has grown from a garage brewing dream into an international beer empire funded by fans and fueled on an audacious and rebellious spirit… And no question, they know how to brew…but they also know how to market themselves brilliantly!

You don’t achieve what BrewDog’s James Watt and Martin Dickie have accomplished without selling what you are, your brand and your vision…

And here are four ways that BrewDog brilliantly markets itself…

Audacious Stunting

Doing things differently is a sure-fire way to differentiate your brand and the palpable good humor that goes into BrewDog’s many antics defines them.

Whether it’s brewing the world strongest beer, (the 55% End of History, which came packaged in stuffed animals dressed in eccentric outfits)…. Or fighting the Elvis estate’s challenge to the naming rights for BrewDog’s Elvis Juice where Watt and Martin countered the action by legally changing both of their first names to Elvis…these guys are as fearless as they are outrageous.

Build an Uncompromising Culture

BrewDog’s uncompromising when it comes to its rebellious anti-heritage culture.

Whether BrewDog, now a successful corporate entity, can still genuinely claim ‘punk’ credentials is debatable — but their ‘in your face’ attitude has remained consistent nonetheless.

And when you set yourself up as an outlaw outfit, you’ve got to stick to your guns or go down in flames — there’s no middle ground. And we think BrewDog has stayed the course better than most.

Consistent and Memorable Branding

Most craft breweries understand that this is important…But BrewDog gets this kind of thing almost instinctively…

From heir howling dog logo and their colorful beer names and gritty label designs…BrewDog is unwaveringly consistent in their branding. And consistency is at the core of branding.

Create a Crusading Customer Experience

James Watt believes that the best way to convert customers into apostles is by making your business its own crusade. BrewDog’s values aren’t for everyone, but for some it’s become a calling.

The fact that company has crowdfunded millions through its ‘Equity Punk’ campaigns isn’t an accident and their evangelical ethos has inspired an increasingly international army of true believers.