The Press and Journal (Inverness, Highlands, and Islands)
Looking back at Watt’ s turbulent 17 years at the helm of BrewDog
It’s been more than 17 years since I interviewed James Watt and Martin Dickie to find out all about their fast-growing enterprise, BrewDog, at Kessock Industrial Estate in Fraserburgh.
The two bright young beer-makers told me they’d invested their life savings in getting the business up and running. And they had ambitious plans for it.
They told me they were negotiating a deal with Sainsbury’s and would soon start on a “hard-sell” for its cask beers in hotels and pubs.
BrewDog has enjoyed phenomenal growth since then.
The business decamped to Ellon in 2013 and much beer has flowed from its ever-expanding array of huge mash tuns in the Aberdeenshire town.
The firm’s brews and bars can now be found all over the world.
Just over a year ago I was walking along the main drag in Las Vegas when I saw the neon lights of one of the company’s newest watering holes.
But the extraordinary growth journey has been peppered with many controversies.
Some of these spring to mind as I look back on Mr Watt’s time at the helm.
He’s announced on social media that he’s stepping down as chief executive, but will stay on as “captain and co-founder”.
He plans to spend more time with his family and friends, having been in a relationship with reality TV star Georgia Toffolo since last year.
On his LinkedIn post announcing the change, Mr Watt said: “When I look back on the last 17 years (119 dog years) my overwhelming feeling is one of gratitude.
“Gratitude to have been able to build the world’s leading craft beer brand,
from scratch. Gratitude to have been able to work with such amazing people all over our business.”
Mr Watt, 44 this month, is handing the reins to chief operating officer James Arrow, who would be hard-pushed to grab as many headlines as his predecessor has achieved.
Much of the company’s early success was down to its knack of garnering publicity for its potent brews and controversial beer names.
As a new kid on the block among beer-makers, its seemingly deliberate efforts to shock were a winning strategy.
It came under fire from the Portman Group, the industry body set up to monitor the promotion and advertising of alcohol, which accused the company of “aggressive” marketing and claimed some of its beers may even encourage antisocial behaviour.
BrewDog marked its first anniversary by launching
one of the world’s most expensive beers.
Despite their £40 price tag, bottles of the superstrength Paradox 1968 Islay Cask brew were snapped up by connoisseurs.
The company faced criticism after launching Tokyo – the UK’s strongest beer, with a 18.2% alcohol content. And there was more controversy when it gave one of its brews, Speedball, the same name as a heroin-cocaine cocktail that claimed the lives of actors John Belushi and River Phoenix.
Despite their firm’s “bad publicity” and longrunning spat with Portman, Mr Watt and Mr Dickie racked up business awards galore. Meanwhile, their business continued to prosper and grow.
In 2010 a controversial beer costing £500 a bottle and packaged inside dead animals sparked fury.
The End of History, which at 55% alcohol was
said to be the world’s strongest beer, was packaged in stuffed roadkill including squirrels.
Rather than turn to venture capitalists, BrewDog has raised cash through “Equity for Punks” crowdfunding offers giving subscribers a stake and beer-based perks in exchange for their money.
BrewDog has also faced a storm of criticism in recent years following widely publicised allegations of bullying, sexism and a “culture of fear” prevailing within its workforce.
Hundreds of former BrewDog staff signed a damning open letter saying the company was “toxic” to work for. Mr Watt’s own behaviour was at the heart of some of the claims.
A BBC documentary, The Truth About Brewdog, looked into the brand’s work culture.
At the time, Mr Watt hit out about “false rumours and misinformation”.