BrewDog’s chief executive has insisted there is plenty to be excited about as the Aberdeenshire brewer looks to broaden its appeal, despite a sharp fall in the number of pubs stocking its beers.
James Taylor said the Ellon-based company was focused on reaching a “broader and more diverse audience of beer drinkers” after nearly 2,000 UK pubs dropped BrewDog beers in the past two years, according to confidential industry data reported by The Telegraph.
While flagship Punk IPA has been removed from almost 2,000 bars – a 52% fall in distribution – BrewDog said it was offsetting those losses by growing its share of the independent on-trade, where smaller, freehold pubs have boosted listings.
Mr Taylor told The Times: “We could not be more excited about the future. We are bringing BrewDog to a broader and more diverse audience of beer drinkers.”
The company has also doubled down on high-profile deals to put its beers in stadiums and festivals, including West Ham’s London Stadium and Lord’s cricket ground.
It comes just weeks after BrewDog announced the closure of 10 of its own bars, including its original Gallowgate venue in Aberdeen.
Despite the setbacks, senior figures insist the brewer remains well-positioned to adapt to shifting drinking habits and a tightening pub trade.
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