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. […]
BrewDog re-invents the AGM with beer tastings and mosh pits for ‘fanvestors’
Brewery hosts annual general meeting for thousands of new investors found through the revolutionary Equity for Punks scheme
Saturday April 28th saw Scotland’s largest independent brewery, BrewDog hold the first ever AGM for its community of ‘fanvestors’, which combined the usual business reports with craft beer tastings, rock bands and gourmet burgers. In January this year, BrewDog closed its unique share scheme, dubbed Equity For Punks, after reaching £2.2m investment by over 5,500 beer fans. The ‘Punk AGM’ was organised to thank this new army of investors and celebrate the fast-growing company’s 5th Birthday.
- Over 2,000 investors from around the world travelled to Aberdeen for the AGM, held in Aberdeenshire’s AECC
- The day included a presentation and open Q&A sessions with co-founders James Watt and Martin Dickie, where all 2000 attendees also took part in a beer tasting of exclusive beers brewed just for the event
- The evening more resembled a rock festival than a business meeting, with sets from Tommy Reilly, The Little Kicks, Bombskare, Fatherson and Kassidy, and BBC Radio 1’s Ally McCrae as compere.
- Social media was utilised during the event to keep those who couldn’t attend informed, with the hashtag #PunkAGM becoming a trend in Scotland
- The idiosyncratic brewer has experienced record growth since its launch in 2007, seeing a 250 per cent sales increase for the past two years running and becoming Scotland’s largest independent brewery in the process
- The company now hires 85 staff and has an annual turnover of £10m
- In response to its significant growth, industry icons Keith Greggor and Tony Foglio – the team behind the international phenomenon Skyy Vodka – invested in BrewDog in 2009
James Watt, co-founder of BrewDog commented:
“AGMs are usually full of suits, powerpoint presentations and bad coffee, but we’re not Barclays Bank – we want to do things our own way. The 2012 Punk AGM gave our new Equity for Punks shareholders an insight into the business and how we’re progressing, but it also gave them a chance to celebrate their investment and feel part of the craft beer revolution.”
Glasgow based Equity for Punks investor, Jules Spence commented:
“I wasn’t even a big beer drinker before I went to the AGM, but I love a wee bit of BrewDog now. I was completely inspired by the hard work and determination of two young guys who saw something they wanted to change and worked their arses off to achieve it. And to top it all off they are taking responsibility to source resources locally and reduce their carbon footprint, good lads. Long live BrewDog!”
Drinks industry expert and entrepreneur Keith Greggor commented:
“During our many years in beverage alcohol we have only seen a few game changing players come in fresh to the industry, BrewDog is one of them.”
Download the full press release and high resolution images below.
Photography by Sam Brill.