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