BrewDog: business growth for punks!

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

Abstract

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.

Citation

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:https://doi.org/10.5367/000000010791291785

• 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
• DOI: https://doi.org/10.5367/000000010791291785
• Keywords: Entrepreneurial growth; Entrepreneurial marketing; Product personality; Product traits
• Public URL: http://hdl.handle.net/10059/680
• Contract Date: Nov 8, 2011