"A combination of factors got us to this point, including - but not limited to - accusations of inappropriate behavior against the company's co-founder James Watt in 2022. Watt's response to a documentary critical of the company's corporate policies was also not something that put BrewDog in a good light. The headline of a 2024 VinePair article about the brewery spoke volumes: "How the Brits Got Bored of Brewdog.""
"As The Guardian's reporting notes, BrewDog is now working with a consulting group, AlixPartners, to seek new investors; this could also result in the breakup of the company. "Following a year of decisive action in 2025, which saw a focus on costs and operating efficiencies, we have appointed AlixPartners to support a structured and competitive process to evaluate the next phase of investment for the business," a spokesperson for BrewDog told The Guardian."
BrewDog, once known for drinkable beers, higher-ABV experiments and an ethical ethos, is now for sale and faces an uncertain future that may include a breakup. Multiple factors eroded its position, including accusations of inappropriate behavior against co-founder James Watt in 2022 and his criticized response to a documentary, contributing to waning public enthusiasm. The company has appointed consulting group AlixPartners to seek new investors and evaluate the next phase of investment, and AlixPartners has been sounding out prospective suitors. Recent operational retrenchment includes closing pubs and ending spirits production at a Scottish distillery, leaving crowdfunding participants' outcomes unclear.
Read at InsideHook
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