BrewDog: business growth for punks!

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

doi:10.5367/000000010791291785

BrewDog: business growth for punks!

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

Authors

Robert Smith

Susan Moult

Phil Burge

Andrew Turnbull

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