BrewDog cofounder James Watt: 'Targeting specific demographics is outdated'

The U.K.-based craft brewer is planning to stick to the same game plan it used in its home market to make a splash in the U.S.

As BrewDog gears up to open its first brewery in the U.S. in February, one thing’s for certain about its marketing plan: the popular British craft brewer has no plans to target specific demographics as part of its marketing strategy.  

That’s what BrewDog cofounder James Watt said when he sat down with PRWeek to discuss his outlook on communicating with the American market. He also discussed what beer and spirits companies need to do to really make an impression on consumers.

View the video Q&A below…

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