Brand value: US$1,179 million
Change since 2019: -3%
Headquarter city: Ellon
Year formed: 2007
The BrewDog craft beer brand takes an anti-establishment approach to both the category and its communications. This year, it has also taken a fresh look at the company structure, giving fans of the brand a stake in the business if they traded in 50 empty beer cans as part of a plan BrewDog said charted “a new course for business as it balances profit with people and the planet”.
During the COVID-19 outbreak the brand’s founders announced they would take a salary cut in order to protect workers’ jobs and switched production at BrewDog’s Aberdeen distillery to hand sanitiser. And to help lift people’s mood while its bars were shut, BrewDog created a digital version of the traditional bar experience to encourage regulars to get together online for quizzes, live music and homebrewing masterclasses.