BrewDog Crafts a Community of Consumers

BrewDog Crafts a Community of Consumers

BrewDog Crafts a Community of Consumers 1440 428 Chute Gerdeman

Hailing from North East Scotland, BrewDog is the largest and fastest growing craft brewer in Europe. Since 2007, they’ve rapidly built a global reputation for their beers and brand all based around a community mission. Their stats are impressive with distribution to over 55 countries and 40 craft beer bars around the world, and yet they still consider themselves a small business owned by thousands (46,000 to be exact). So why has this irreverent brand caught our eye? They’ve made their way stateside and planted a fresh new state-of-the-art brewery just stones throw and a few miles from our backyard. The journey how they got here is non-traditional and a business model worthy to explore—one that that lends relevance to today’s retailers. If you build your community they will come.

BrewDog Exterior
Glass of Beer

Columbus’ craft beer scene (surprisingly for some) is one of the fastest growing in the US, which is one of many reasons why the brand chose the location just 10 miles outside of downtown Columbus for the new 100,000 sq. ft. brewery on 42 acres. Helping to fund this new frontier, BrewDog has raised funds through their Equity for Punks crowdfunding program, giving craft beer fans the ultimate access and exclusive opportunity to invest in BrewDog USA. “Our innovative platform for growth puts the people that drink our beer at the centre of everything we do – they are our heart and soul, it’s that simple,” the company stated. Offering 1 million shares of stocks to help fund the $30 million dollar facility, investors get lifetime discounts, exclusive beer access, tours and more. It’s appealing to even the mildest craft beer enthusiasts.


Within one of the most technologically advanced and environmentally friendly brewing facilities, DogTap Columbus ranks in as the brand’s largest BrewPub overall with 10,000 square feet of space (five times the size of a typical BrewDog bar). Visitors are welcomed with a merchandise shop upon entry, giving Equity Punks and enthusiast alike a chance to shop the swag and represent the brand. Funneling into the space a large-scale mural of the world showcases all the BrewDog bar locations, while vertical panels highlight the history of the brand. A massive wall of kegs sets the stage for entering the taproom.

BrewDog Seating Area
BrewDog Mural
BrewDog Seating

The overall space is overtly modern with a raw, industrial vibe. 35-foot ceilings create an open, airy feel, while a glass wall provides a clear view into the brewery operations. Reclaimed materials and vintage features are balanced by neon lighting, blue and red booth and banquet seating, and bold wall art.

Bar Area
BrewDog Interior

Built from a refurbished shipping container, the bright blue keg cooler serves as a clear focal for the taproom housing twenty four drafts including BrewDog’s boldest brews, as well as guest brews from Columbus’ best like Jackie O’s and Seventh Son.

BrewDog Taproom
BrewDog Dining Area

Long communal tables surround the bar for gatherings of large groups, while more booth seating creates space for more intimate conversations. Four large garage doors open up to the patio for additional outdoor seating, live entertainment, and food trucks when weather permits.

BrewDog Gaming Area
BrewDog Arcade Area

Guests can kick back with some old-school entertainment in a separate area behind the bar offering shuffleboard, pinball, and arcade machines. And for those looking to grab a bite to eat they can enjoy the pub inspired culinary creations by Chef, Jeff Arthur.

Investor Info
BrewDog Brewery
BrewDog Map

In addition to the brewery facility, BrewDog is well on its way to aggressively adding more brewpubs to retail mix. The brand has publicly promoted and promised it would bring a BrewDog BrewPub to any city that gets more than 500 investors. The first BrewPub is set to open in the up-and-coming area of Franklinton.

BrewDog Hotel Exterior
Hotel Room

Giving people the chance to further immerse themselves in the world of craft, the brand most recently announced initiatives to build a craft beer hotel appropriately named The DogHouse. Amenities like IPA on tap in-room, beer themed breakfasts, lunches, and dinners, and beer inspired spa treatments, have beer enthusiasts already hopped up on the potential. Operating under the same crowdfunding model, BrewDog is opening the door once again for investors through an IndieGoGo campaign to fund the development. As if the concept wasn’t enticing enough, Equity Punks get the ultimate beer perks, from exclusive merch, free night’s stay, unlimited IPA, and tours and tastings, just to name a few.

BrewDog’s untraditional business model for crowdsourcing has merit for today’s futile retail market. From downsizing stores to store closings retailers are looking for a sense of security. Adopting an innovative approach with crowdsourcing elements can help build communities and devoted fans, at the same time of fund future growth, and ultimately promise potential for long-term brand health.

Photo Credit: BrewDog | Chute Gerdeman

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