BrewDog Issues a Manifesto For The Next Decade of Dog

A Manifesto for the Next Decade of Dog from BrewDog on Vimeo.

From BrewDog:

Driven by our passion, our mission and our community we have gone from 2 humans and a dog to a vibrant purpose-driven business, with over 1,000 amazing crew members. Whilst by most conventional measures we are no longer a small company, we are still absolutely inconsequential in a beer industry dominated by behemoths. Our largest competitor is over 2,500 times our size.
At BrewDog, we are determined to show that craft beer can be a force for good in the world and continue to build a completely new type of business. A business that is part community owned, a business that gives back, a business that is open & transparent, and a business that looks after its people incredibly well.

BrewDog exists for one very simple reason, to make other people as passionate about great craft beer as we are. This has been our unerring mission since day 1. We only judge ourselves by how many people on the planet drink craft beer.
It is all too easy to get stuck in a craft beer bubble. In the countries in which we operate (excluding America), craft is on average less than 2% of the overall beer market. The top ten beers sold in the UK are Carling, Fosters, Stella Artois, Budweiser, Carlsberg, Guinness, John Smith’s, Coors Light, Peroni and San Miguel.  Most people drink these beers. By a very, very long way. And all of these beers are owned by multi-national mega conglomerates.  We still have a hell of a lot of work to do.
It has been a pretty crazy journey since BrewDog started. We have done some amazing things, we have taken some insane risks, we have worn our hearts on our sleeves and we have definitely fucked some things up along the way too. We know that we can always get better and we work towards that every second of every day.
As anyone who has been at the helm of a rapidly growing business can attest, high growth is insanely tough. We have been one of the fastest-growing businesses in the UK over the last 8 years and with that intensity of growth, sometimes things slip through the cracks and sometimes things get a little out of sync.

Achieving our mission is dependent on growth. In order to fuel growth we need to do amazing things that our team and community love. Not the other way around.

As we continue on our journey we are going to focus less on crazy growth and focus even more on crafting the best business and the best beers that we possibly can. As a company, the things we care most about are our beer, our people and our mission; we are going to increase our focus on all 3 going forward. And our upcoming blueprint is all about helping us do just that.
What we have built so far gives us an amazing opportunity; an opportunity to invest even more into our beer and our people and an opportunity to continue building a completely new type of business.
We are determined to continue making a stand for independence, a stand for quality and a stand for craft. Alongside our Equity Punks and incredible team we will fight tooth and nail for the things we believe in as we aim to make a meaningful impact on both the world of beer and the world of business.

Tomorrow we will be releasing our BrewDog Blueprint for the next 12 months, outlining loads of initiatives to help ensure we build a business that all of our team and all of our community are extremely proud to be part of.
It has been a crazy first 10 years. Here is to the next 10.