Some Sad News

Some Sad News

It is with heavy hearts that we announce that Bracken, our founder, commander in chief and everyone’s favourite scamp, has sadly passed away.

It’s been an emotional week here at BrewDog HQ.

As a puppy, Bracken scampered around the ankles of James and Martin while they hatched their plans to open a brewery. He was the inspiration behind our name and has always been at the heart of the BrewDog family.


Accustomed to fame, Bracken was frequently snapped by the puparrazi, starred in numerous television appearances (some dressed as a penguin) and was the recipient of several van loads of fan mail per week. The letters containing biscuits were always opened first.


When he wasn’t stealing the brewers’ lunches, chewing CAMRA’s sandals or snoozing on malt sacks, Bracken liked nothing better than to pop into one of the BrewDog bars to give the staff a high five, meet some of his fans and do a spot of bar snack quality control.


Our secret weapon in tough business deals, Bracken could turn on the puppy dog eyes and win any negotiation. Below that lovable chocolate coat was a lean, mean analytical business machine. Warren Buffet often consulted him for advice.

In his Yoda-like wisdom, Bracken knew this fateful day would eventually come.

Unbeknown to us, he’d been secretly training a young pup to take his place.


Simcoe the Hop Pup is the newest member of the BrewDog family and will be making his brewing debut just before Christmas. As Simcoe prepares to carry on Bracken’s legacy, we must bid farewell to our favourite four legged friend.

Bracken, we’ll miss you every day, but we’ll keep working hard and make you proud. Long live the original BrewDog.


James, Martin & everyone at BrewDog xx



Posted in - brewdog-news


  • Very sorry to here this sad news and I'm sure Simcoe will bring much joy to the Brewdog world x Amen Brother x
  • My condolances. How about a statue in his honour?
  • The king is dead, long live the king
    But dont let our standards slacken
    Onwards we go, with brave Simcoe
    Trainee of legend, Bracken

    It's evolution !
  • This has made me very sad. Such a shame :( Thinking of you all at this sad time.

    On a happier note, welcome Simcoe. I'm sure he'll be just as much of a scamp as Bracken was. :)

  • The first time i saw BrewDog I saw Bracken. So even for me is this sad news. Bracken and BrewDog was the best marriage ever.

    So Bracken, rest in peace.

    Robbert Roost01.11.2012
  • Sorry for your loss. It sounds like Bracken was a great dog and he lived a full life. RIP pup.
    Nate LTB01.11.2012
  • To lose a dog is one of the worst thigs in life.. even a dog like Bracken. Reading these lines woken up my empathy for him, however never met him. I feel sorry guyz. R.i.p. good boy.
    g okos01.11.2012
  • So sad to hear about this. During my time at BrewDog one of my highlights was getting to meet the original BrewDog, Bracken.

    RIP Bracken and I hope to meet Simcoe one day
  • Bracken is one of the happiest dogs in the world being loved by so many people. It's so sad he's not with us anymore but he'll live forever in our hearts.
  • Touching. My biggest condolences and cheers to Brackens memory!
    Murvelenn (@Instagram)01.11.2012
  • Bracken was such a handsome lad. My heart goes out to you all. RIP Bracken.
    And a warm welcome to Simcoe the Hop Pup. He has big paws to fill.
  • So sorry! Rip
  • R.I.P Bracken. Dogs are wonderful.
  • RIP
  • A farewell toast to a great Dog, and a warm welcome to a lovely Pup!
  • Sad news. Our small local raised a few glasses in his honour tonight.
  • Sad News for BrewDog today. The little scamp was the inspiration for big things. RIP fella.
    Rob H31.10.2012
  • Very sad news.
  • RIP Bracken
  • :(
  • RIP, you beautiful pup.
    Condolences to all you touched.
  • R.I.P. Bracken.
  • Sorry to hear that James, he was a very sweet dog. Can't wait to meet Simcoe though, he looks adorable!
  • Sorry to hear that. We lost our own dog two weeks ago so I know how hard it is to lose a member of the family.
  • RIP Bracken......surely a Chocolate Stout will be brewed as a tribute?
  • Sorry for your loss R.I.P Bracken :(
  • So sorry for your loss.
  • This hit me hard this morning. Our motto in our beer drinking club is 'It's a BrewDog world and we're all Bracken's Bitches' and I suppose on a day like this it becomes clearer.

    So sorry for your loss lads, we feel it like it's our loss on this side of the pond. We'll be proud to carry the name, and maybe Bracken's Bitches is not a bad name for a commerative beer....
    Bracken's Bitches31.10.2012
  • My deepest condolences...
  • RIP Bracken.....a tribute Chocolate Stout must surely follow in his honour?
  • Sorry to hear sad news...big dog lover at Hammerton.
    Hammerton Stores31.10.2012
  • So sorry about bracken We lost our chocolate lab this month too.
  • That brought a lump to my throat. Very sad! Simcoe is a beautiful puppy though!
  • OMG So gutted for you all. What a shock to hear. I 2nd the motion of a commemorative beer "commadorbracken" or similar. I'll raise a glass later in @brewdogshord and have a scoobie snack or two for dinner. Farewell furry friend x
    Huge hugs guys and welcome on board simcoe
  • RIP Bracken, hope everyone is ok

    Welcome Simcoe :)
  • Born a dog
    Died a gentleman
    Barbara Woodhouse31.10.2012
  • Aww so sad sorry to hear that guys and gals
  • RiP Bracken, the original Brew Dog. Sorry all for your loss.
  • We lost our golden lab a few years ago, it's one of the weirdest things not having him around, it's hard to get through but his legacy in your awesome beers and bars will continue, Simcoe has his work cut out!!!
    RIP awesome chocolate lab!!
    Col Black31.10.2012
  • RIP to the best brewdog! I was saddened when i first heard this news. I pledge I shall continue to make my sets of Bracken Stackin' for each bar as I visit them. Might even start giving them to traveling staff members who often bar hop, to get them far and wide faster!
  • Just remember - all dogs go to heaven :)

    RIP Bracken and my condolences to all who knew him :(
  • Whos going to run the company now then?

    Sorry to hear your news, thoughts are with you.

    That new pups got some big shoes to fill.
    Paul H31.10.2012
  • Very sad news. I'm going to miss his (mostly) meaty tweets.
    Ian Prise31.10.2012
  • I never met bracken, but I felt like he was a friend. Sorry for your loss guys, he truly was an inspirational figure.
  • Rest in peace, oh furry one.
  • Rest in peace scamp x
  • So sorry to hear the sad news, how old was Bracken? Losing a pet leaves a big hole, hope the new Hop Puppy wull help to fill it!
  • :~(
  • Really sad news. Never met Bracken but felt like I had. Sympathies to all.
  • You must have written that with a face dripping with tears. Sad, sad news. xx
  • Sorry to hear about your Dog James
    zander s31.10.2012
  • To lose a dog is one of the worst thigs in life.. even a dog like Bracken. Reading these lines woken up my empathy for him, however never met him. I feel sorry guyz. R.i.p. good boy.
    g okos31.10.2012
  • Oh no, so sorry about Bracken. What a lovely dog. He was a very good boy.
  • Well what can I say that hasn't already been said? A sad time indeed for all of us pups but even sadder for those at BrewDog HQ. So lets raise a glass or two and drink to the memory of a faithful Commander and to the future of our new Commander. Three cheers for Bracken & Simcoe
    Howard W31.10.2012
  • Losing an animal is the hardest thing. I feel for you all. RIP Bracken x
  • So sorry to hear about Bracken. It's always tough losing a companion. Tell Simcoe he's got some big paws to fill!
    Sean L31.10.2012
  • Such sad news. Had the honour of meeting Bracken at BrewDog Aberdeen once, he gave me a high five! Rest in peace pup.
    John B31.10.2012
  • @Jacob, you're not alone with the tears. Sad news and more so as he looks so like our own chocolate lab. My dogs are like family members to me and non dog owners may find it hard to understand just how much these animals come to feature in our lives.
    Dave U31.10.2012
  • That's really touching. Heartfelt condolences, guys.
    Max A31.10.2012
  • I am a grown man, 35 years of age, actually crying right now, at work. So sad. R.I.P. Bracken.
    Jacob D31.10.2012
  • Sorry to hear that. I lost my dog earlier this year too, it's heartbreaking.
    Alex R31.10.2012
  • I remember meeting him in the aberdeen bar - such a cool and freindly dog.
  • Heart breaking.

    He was a star and will be sorely missed.
  • so sad whata handsome face too. RIP pup
  • so sorry for that! Goodbye Bracken
  • Sad times, passing of a legend. deepest sympathies folks.
    Jamie Cowie31.10.2012
  • Will miss seeing him leave gardenstown harbour aboard creel boat
  • It's been a devastating year for brewery animals. It was less than 3 months ago that Monster the Brooklyn Brewery Cat passed away too.


  • Oh god. I'm so sorry. Hope everyone's ok.

    Rest in peace, you cheeky scamp.
  • Sad times :(

    Time for a memorial beer named after him?
  • R.I.P....
  • So sorry to hear that. Hope everyone's ok.
    Rob D31.10.2012
  • Thats so sad. Rest in peace, pup :(
  • I just read about Bracken. I now have tears in my eyes,I'm gutted for you. I know how I'd feel if I lost one of my two.
    Dave U31.10.2012

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