BrewDog founder on advertising: 'I would rather set my money on fire'

BrewDog: planning US TV show
BrewDog: planning US TV show

BrewDog, the self-styled 'punk brewer', plans to launch a US TV show about craft beer, in line with its belief that editorial exposure is '1000 times more worthwhile' than advertising.

The publicity-hungry brand's founders, James Watt and Martin Dickie, were among the presenters of the eight-part Channel 4 series Food Unwrapped last year.

They view the creation of the US programme, which has the working title BrewDogs, as a key part of marketing the brand to consumers across the Atlantic. 'Why pay for advertising when you can host a TV show about beer?' added Watt.

The six-year old company, which has a turnover of £20m, has made its name through PR stunts and a series of controversial limited-edition lines, such as its 'End of History' ale - a 55% ABV beer sold in a bottle encased in a stuffed dead squirrel, stoat or hare.

Watt said BrewDog could not compete with the marketing muscle of the big brewers and had no plans to invest in traditional advertising.

'I would rather take my money and set fire to it,' he added. 'It's the antithesis of everything we stand for and everything we believe in. It's a medium that is shallow, it's fake and we want nothing to do with it.'

Watt also took a swipe at brewer Molson Coors' now-defunct female-focused beer Animée for being inauthentic, claiming that it 'managed to patronise women and bastardise the hell out of beer'.

'I take a lot of solace that it's been pulled off the market after just one year,' he said. 'No soul, no integrity, no passion - just a complete corruption thought up by an idiot in the marketing department. It's a microcosm of everything bad about beer in the UK.'

Molson Coors was unavailable for comment


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug