BrewDog seeks US PR agency as it targets American expansion

BrewDog, the fast-growing UK craft brewer and bar operator, is seeking a US PR agency as it targets major expansion in America.

BrewDog: Coming to America
BrewDog: Coming to America

The company hopes to raise $25m (£17.6m) in the US through its Equity for Punks crowdfunding scheme to fund a new brewery in Columbus, Ohio, and a fleet of ‘brewpubs’ - pubs with an on-site brewery.

BrewDog is looking for a US-based agency ahead of the launch of Equity for Punks in America in May.

Head of marketing Sarah Warman told PRWeek sister title Campaign: "This will be PR led, but we’re looking for something that stands out, is agile and does not present boring, repetitive creds and a whacking great list of generic marketing disciplines. Everyone can do that, and nobody will stand out."

She said BrewDog hoped to appoint a new agency in April and would hold pitches "as soon as we have a shortlist".

Last year, BrewDog appointed The Romans as its UK PR agency, replacing Manifest London.

BrewDog, generally viewed as the most high-profile and successful of the new wave of UK ‘craft brewers’, is famed for its headline-grabbing stunts. Last November it hit the headlines with the launch of a 'transgender beer' to support the opening a new bar in London’s Soho, which received a mixed but generally favourable response among the LGBT community.

BrewDog currently operates more than 30 bars in Britain and other countries including Germany, Italy, Japan and Brazil, and exports its beers across the world. It has undergone four Equity for Punks fundraising schemes to date in the UK, with the latest one raising more than £7m ($10m).

BrewDog’s turnover grew 52 per cent to £45m ($64.1m) in 2015.

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