Looking to the horizon on Planet BrewDog
Our best-ever Annual General Mayhem took place on Saturday 8th April at the AECC in Aberdeen, and aside from the incredible music, street food and freshly-poured craft beer (and sunshine) a number of epic declarations were made by James and Martin during their business update. Anybody who attended the AGM is already in the loop – our Equity Punks get the drop on everything as they are part of our company – but if you weren’t there on the day, it’s time to buckle up.
Here’s the lowdown on how we are going to rock our tenth anniversary year.
Aside from announcing our new partnership the Annual General Meeting also served to pass on financial information on how BrewDog performed over the course of the last twelve months. With 214,000HL of beer shipped in 2016 our incredible Ellon HQ crew had a stunning year – enabling us to grow our UK Sales by 97%. As the Neilsen data shows, Punk IPA alone grew by 130% and Dead Pony Club grew by nearly 160%, moving up to take third place.
We are hugely proud of our amazing team responsible for dialling in our new 300HL brewhouse in only nine months. The growth is a testament to the dedication our BrewDog employees bring to work with them on a daily basis and we can’t wait to keep the momentum going. It’s worth remembering that even with this incredible performance we are still only 0.3% of the UK market share for beer. But we fully intend to change that.
Last year we were laser-focused on unleashing the potential of our Site 3 brewhouse, and 2017 is where we take this to a whole new level. With eight 1800HL fermentation tanks already in place we are looking to add more this year to increase our capacity in Ellon. We are also continuing to upgrade our industry-leading QC Lab with particular focus on raw materials, yeast propagation and our dry-hopping regime.
Everything comes back to what is in your glass so we are letting our pilot brewery run free by adding five 20HL tanks outside DogTap – look for more one-offs and small batch brews this year! We are also ripping out our bottling line for a major upgrade. A new 110 fill head Krones line will arrive - the floor is being laid as you read this - designed to fill 46,000 bottles/hour (three times faster than our existing line) whilst minimising oxygen ingress better than ever before.
Our American adventure is hitting a hugely exciting milestone as the first test batches of Punk IPA are settling into the fermenters at our brand new brewhouse in Columbus. The continued support we have been shown in Ohio is just amazing, and the thousands of people who have visited DogTap is a site to behold. We are working flat out to get freshly-brewed beer on-site for them and hope to launch our beer there in late May!
Another thing that our Equity Punks enjoyed before anyone else on the day was the official launch of LoneWolf gin and vodka, with a bespoke LoneWolf bar turning out an astonishing 10,360 drinks for the assembled army of shareholders. This coming year we are focused on establishing the perfect backdrop in which to enjoy our pure bloodline spirits – we are looking to convert the downstairs area at BrewDog Castlegate into a LoneWolf Speakeasy.
BREWDOG BARS UPDATE
We opened the doors to BrewDog Tallinn last week and our shareholders got the inside scoop on our other bar openings for 2017. Amongst other irons in the fire we have huge plans for our site in Franklinton, and a second bar in the works for Columbus in the downtown Short North district. Closer to home we just sorted the long-awaited location for a second Edinburgh bar – on Festival Square on Lothian Road – and we are forging ahead with the first BrewDog Hopworks in an epic container-based site at the Glasgow Barras, our third venue in the city!
Our brewery team are working all hours on some amazing beers for 2017 – stand by for our brand new stone fruit IPA Pump Action Poet as well as a revisiting of our Cloudwater collaboration and a new LIVE Vermont IPA East Coast Crush. We’re also tweaking our can designs and adding more to our line-up such as the much-requested 5AM Saint in cans and for dark beer fans, Jet Black Heart Nitro. Canned in Columbus, cold-freighted to the UK!
Elsewhere we are launching a separate BrewDog distribution network in Germany to grow our presence there and better get our beer to the people of central Europe – having total control of this key part of the supply chain process is vital for beer quality. And speaking of which, 2017 is also the year we’ll be bringing in our chilled transport network so our craft beer arrives colder and fresher and with no reduction in flavour. Watch the blog for more soon!
We are also launching a BrewDog book later this year and are giving the website and Equity Punk forum a total overhaul – plus introducing a new bespoke website for LoneWolf. Our merchandise is also getting an amazing refresh and our sour beer facility in Ellon – the BrewDog Overworks – is being constructed as we speak, with Richard Kilcullen in Scotland now from the US to take charge. Oh, and speaking of America – our #PunkAGMUSA will take place in Columbus on the 26th of August!
There’s so much else in the pipeline for 2017 but we’ll update you all on the blog and our social channels throughout the year. None of it would be possible without our legion of shareholders – each and every one of them is with us for this amazing ride and we have a lot more still to come. Let us know in the comments what you are most looking forward to and let’s go for our Decade of Dog!