BrewDog today released their Blueprint – a manifesto for the next decade. It’s a compilation of 30+ initiatives they plan to implement over the coming months and years.
Following exponential growth over the last few years, it seems like BrewDog are switching gears. After a few poorly received ‘stunts’ in recent months – Pink IPA and the fake Porn website to launch the BrewDog Network to name two – BrewDog have decided to do things differently going forwards.
Shock tactics helped their growth massively but now they’re the biggest craft brewery in the UK, it appears efforts are switching towards giving back – to the community, to smaller breweries, to their Equity Punks and to the people who’ve helped them get to where they are.
Key points from the Blueprint:
– Introducing Europe’s first fully-chilled National Beer Supply Chain
– Bringing Cask beer back to their bars
– Fanzine switching to monthly rather than fortnightly
– New barrel-ageing programme, The Hinterlands
– BrewDog Development Fund is returning
– Website to be relaunched in late 2018
– Bar franchise opportunities for Equity Punks
– Reducing payment time to 7 days when buying guest beers from other breweries
– Two new guest lines being added in BrewDog bars
– The BrewDog Foundation, giving back to charities
– The BrewDog Network rebranding to Drink TV
– Removing plastic from packaging
– Free beer schools for everyone starting in January 2019
– Lots of new bars including their first Irish bar coming to Dublin, June 2019.
It’s all really exciting stuff. They say a rising tide lifts all boats – and while BrewDog have taken a few wrongs turns of late, it definitely feels like they’ve steered the ship back on course with this manifesto – and the craft beer community will be better off for it.