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BrewDog: business growth for punks!

Smith, Robert; Moult, Susan; Burge, Phil; Turnbull, Andrew


Robert Smith

Susan Moult

Phil Burge

Andrew Turnbull


This case study tells an atypical entrepreneurship story about two men and a dog. It explores the rapid growth of the phenomenon that is BrewDog plc - a company situated in the remote north-east of Scotland. What makes this case special is that the business, set up in 2007 by two university graduates in their early twenties with limited experience of the brewing industry, is now trading as a plc. From the outset they deliberately chose a strategy that flew in the face of accepted orthodoxy in the brewing industry. To industry experts, it made little sense because the remote Aberdeenshire town of Fraserburgh, with its peripheral location, would surely be the last place any rational individual would seek to start a new brewery. The story of how James Watt and Martin Dickie did so is uplifting and inspirational.


SMITH, R., MOULT, S., BURGE, P. and TURNBULL, A. 2010. BrewDog: business growth for punks! International journal of entrepreneurship and innovation [online], 11(2), pages 161-168. Available from:

Journal Article Type Article
Acceptance Date May 1, 2010
Online Publication Date May 1, 2010
Publication Date May 31, 2010
Deposit Date Nov 8, 2011
Publicly Available Date Nov 8, 2011
Journal International journal of entrepreneurship and innovation
Print ISSN 1465-7503
Electronic ISSN 2043-6882
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 11
Issue 2
Pages 161-168
Keywords Entrepreneurial growth; Entrepreneurial marketing; Product personality; Product traits
Public URL


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