Not our words by the title of an interesting piece in The Times from the back end of last week.
It comes from a story about BrewDog the small Scottish craft beer that is kicking up a storm in the (real) ale sector. They raised over £2m from over 8,000 fans and investors (or fanvestors) to fund further expansion.
The bit I really like is the sales pitch from James Watt one of the founders of BrewDog who says investors "literally get richer with every beer they drink".
‘Fanvestors’ retain thirst for BrewDog
Last updated October 19 2011 12:01AM
The small Scottish craft beer company behind such tipples as Punk IPA and Trashy Blonde is to push the button on plans for a new brewery and five pubs after tapping its drinkers for £2 million of funding.
BrewDog, which describes itself as a “beacon of non-conformity in an increasingly monotone corporate desert”, turned to its customers after struggling to get sufficient bank finance and balking at the cost of a conventional stock market flotation.
Its online share offer, Equity for Punk, gives beer drinkers the chance to buy shares in BrewDog for a minimum investment of £95. Perks include a 20 per cent discount on beers bought from its online shop and 5 per cent off purchases in any of its bars.
The brewer, which raised £750,000 by a similar means two years ago, said that after raising £1 million from “fanvestors” in the first month after July’s launch, the total raised had now reached almost £2 million and it planned to leave the offer open to the end of the year.
James Watt, who founded BrewDog four years ago with his friend Martin Dickie, said the offer had attracted 8,000 investors from as far afield as New Zealand and South Africa who would “literally get richer with every beer they drink”.
He said that BrewDog had applied for planning consent for a state-of-the-art craft brewery in Balmacassie, Aberdeenshire. The low-carbon, £7 million plant would create 25 jobs initially, with another 50 over the next five years.
“The new facility will give us ten times the brewing capacity, allowing us to meet demand that is growing all the time,” Mr Watt said.
The group, which has three bars in Aberdeen, Glasgow and Edinburgh, will open a venue in Camden, North London, next month and has sites in Manchester and Newcastle. It is also considering opportunities in Leeds, Birmingham and Sheffield.
Mr Watt said the fundraising showed drinkers were “turning their backs on the limp, pale-yellow lagers peddled by giant global brewers”.