Prerequisites for the “revolution” were classic: disagreement between the lower and upper classes. Two twenty-four-year-old guys, James Watt and Martin Dickie from Aberdeen, got tired of industrial lagers and stouts, which were common on the UK market. They decided to change the situation themselves. They took loans at the bank, rented industrial building, and bought steel tanks. They began brewing beer and bottled it in April, 2007. James and Martin initially sold beer at street fairs or from old wagon. A year later, the young brewers persuaded the bank to give them another loan for buying additional equipment for bottling. This is how the strongest beer in the UK, “Imperial Stout” Tokyo (18, 2%) was released, which caused a flurry of interest to BrewDog in the media. At the same time, the Portman Group, which is a kind of guardian of order, social responsibility and ethics in the UK alcohol industry, protested against such a strong alcoholic beverage to be sold in 0.33 liter bottles closed with conventional crown corks. Later, Portman Group has repeatedly tried to ban a particular product of BrewDog because of claims in advertising, promotion, labeling, and packaging. In fact, it is not surprising: language and images used by BrewDog borrowed from punks “Drink fast, live fast, go to sleep late, tear to shreds the empty streets” are all about beer Dead Pony Club. ‘Never mind the bollocks’ (the title of Sex Pistols punk band album) is about beer Punk IPA. This approach has borne fruit that is the fans not only in the UK but also abroad. BrewDog has become the largest independent brewing company after two years, and Punk IPA has become the fastest growing brand of alternative beer in the UK. This year BrewDog launched a program of crowd funding: Equity for Punks offered everyone to buy a share of the company online. It brought investment from 1329 people. Equity for Punks II has brought about 5,000 shareholders and 2.2 million pounds and now it’s Equity for Punks III.
In 2009, the strongest beer in the world at that time, Tactical Nuclear Pinguin (32%), was produced. Then there started a racing: Skorshbrau produces 40% version Schorschbock; BrewDog, beer of cold distillation The End of History (55%), which was not only the strongest beer in the world, but also the most expensive, – from 500 to 700 pounds. Such price is explained by the merger of beer art and craftsmanship, as the bottles were placed in a small stuffed animal, for example, a squirrel. There were issued 12 of these “artworks” and Edinburgh organization “Lawyers animals” called it perversion. Then, the title of the strongest beer came back to Schorschbock (57.5%) and, finally, to Brewmeister Snake Venom (67.5%). However, BrewDog has something to surprise even without this title: they brewed beer on the ocean bottom, opened branded pubs in Scotland, and then in London, treated guests of bar in Edinburgh with Ghost Deer beer poured through the head a stuffed deer. Provocative marketing combined with the quality and originality of beer persistently promotes the company. BrewDog is the fastest growing company in Scotland. The old brewery premises became too small and retrained in the experimental workshop and the basic production “moved” to a new building, equipped with the most modern equipment in 2012.