Craft brewery says redefining Britain’s most popular beer style can end binge drink culture for good Scotland’s largest independent brewery, BrewDog has set its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots. Launching tomorrow, This. […]
Almost 6,000 ‘fanvestors’ help BrewDog’s Equity for Punks scheme to reach £2.2m investment target
Scotland’s largest independent brewery, BrewDog has today closed its unique share scheme before the deadline after reaching its ambitious £2.2m investment target early, with 5,746 investors from 32 different countries buying shares in the business. The money raised through the FSA accredited scheme will fund the construction of a new low-carbon brewery to help BrewDog meet demand for its artisanal beers, which already outstrips production capacity at the existing brewery. The new capital will also support the growth of BrewDog’s burgeoning craft beer bar network as the brewer plans to open ten more bars in 2012.
- Launched in July 2011, Equity for Punks bypassed the banks to raise capital and gave all beer fans the chance to have their own share in the craft beer revolution
- 90,000 shares were made available to buy with a minimum investment of £95 for four shares, the average spend was £372 and the largest investment was £25,000
- Alongside equity in BrewDog, investor perks include lifetime discounts at BrewDog.com and the BrewDog bars, pre-launch consultation about new beers and bars and an invitation to the annual AGM event
- Investors will be given the opportunity to trade their shares in 2013 through the secure Equity for Punks website
- Social media has been a major influence on the success of the campaign, as thousands of craft beer fans rushed to promote Equity For Punks to one another via Twitter and Facebook when it was announced
- BrewDog has experienced record growth since its launch in 2007, seeing a 250 per cent sales increase for the past two years running
James Watt, cofounder of Brewdog commented:
“Raising £2.2m before our deadline for closing the scheme is proof that people are not only looking for an alternative to mass-market beer; they are looking for an alternative way to invest their money, a way that bypasses banks, brokers and global mega corporations.
2011 was a watershed year in redefining beer in the UK and 2012 will see the craft beer revolution roll on as beer drinkers shun the tasteless, liquid-cardboard lagers churned out by global breweries and the soulless, apathetic bars that peddle them. With the new brewery in Aberdeen and the continued growth of our bar division, BrewDog will be at the forefront of a seismic shift in the UK drinks market – and our thousands of investors will all be part of it.”
One investor who learned of the project via Twitter was Heather Taylor, a Canadian living in London:
“It is hugely exciting to be part of such an innovative and unique offer. I have followed the inspiring journey of BrewDog since they were established in 2007, so to now have a chance to have a share in the business and the movement they have kick started feels great,” She said
I think it’s important to invest in growing UK businesses, especially one bold enough to want to change their industry. They make great beer and I can see this company expanding across the globe, it’s exciting to not only support this but to put my money in something I believe in rather than a faceless bank offering very little incentive,” She added.