You don’t need to be shouty anymore.
You don’t need to be “edgy” or confrontational.
The Punk thing made sense a few years ago when it was just the two of you shouting against the wider beer establishment.
But you are now a multi national concern.
You are a massive player, a massive business.
And you miss the point of what being Punk really is.
It’s not about being shouty and loud, it’s about being creative and free, open to ideas and keen to experiment.
It’s about leaving behind old definitions and moving on.
In terms of your beer, that’s exactly what you do.
Take this one for example, it’s thick and dense and heaped with dry toasty cocoa and rich with woody coffee beans, it’s round and creamy with treacle tart, thick and chewy like filling your mouth with coal tar.
It is, in a word, amazing.
It doesn’t need to be dressed in what your marketeers think is out-there punchy word play.
The best Punks were the Punks that never mentioned their Punk credentials.
Richard Hell and Patti Smith, Epic Soundtracks and his brother Nikki Sudden, they were all Rock ‘n’ Roll and they didn’t need to broadcast it because they let it shine through their art.
You should be that too, BrewDog, because your beer can be extraordinary.
Please move on.
Source: BrewDog Leicester