Brewdog rises… with a desire to hound “tasteless lager” to death
By: JimOldfield
June 21st, 2012
By Jim Oldfield
June 21 2012
Never a brewery to mince its words, Scottish ale phenomenon BrewDog has just announced record growth and scores of new jobs… amid a merciless attack on the world of “corporate lager”!
The Aberdeenshire brewery said it is set to recruit 40 new members of staff, set up a graduate recruitment programme and open three new bars over the next quarter.
It will also complete its new, £8m state-of-the-art carbon-neutral brewery by the end of this month, after showing once more that – despite the Government’s punitive beer taxes – our real ale brewers continue to buck the global recession, as the UK’s outstanding boom industry.
BrewDog said it has achieved record sales at home and abroad, with a 200 per cent increase in turnover so far this year and a forecast turnover of £12m for 2012.
And it forecast the continued growth of quality real ales – at the expense of “corporate, tasteless lager”.
Co-founder James Watt said: “The economic crisis has been our biggest catalyst for success. This is an environment for the innovators, for the misfits and the mavericks. There is a revolution happening, and heads will roll.
And he went on to name what he sees as the rolling heads, claiming: “The media says the beer market is in decline – but sales of good beers are going up and up.
“It is the global monolithic mega corporations peddling lame, tasteless lagers that have their head on the block, and the craft beer revolution is wielding the axe.
“We can see the empires of old crumbling, and the winners will be the people with the passion and commitment to make great products and make their companies work, no matter what.”
Watt pointed out: “Five years ago, BrewDog was (co-founder) Martin Dickie, myself, some second-hand equipment and Bracken the dog.
“Now we’re Scotland’s largest independent brewery, selling our craft beer in 27 different countries and owning eight amazing craft beer bars across the country.
“We’re opening three more bars in three months adding 40 new members of staff… yet all we hear about in the media is redundancies, downturns and Lady Gaga.”
Hand-Pumped link:
www.brewdog.com
