BrewDog

In 2007, James Watt and Martin Dickie borrowed money from family and friends to start a brewery in a small Scottish town. They brewed bold, high-alcohol beers and slapped punk-inspired labels on them. Within a decade, that tiny operation in Ellon, Aberdeenshire, turned into Europe's largest craft brewer by volume, producing over 100 million litres annually. By 2023, BrewDog's beers sat on shelves in 57 countries and its 129 bars spanned the globe.

BrewDog never bought a Super Bowl ad. Instead, it drove a tank through London, launched a 55% ABV beer called The End of History stuffed inside a taxidermy squirrel, and dumped beer outside a competitor's pub. These stunts generated headlines and helped the brand cultivate a fiercely loyal fanbase. Its crowdfunding platform, Equity for Punks, raised over £70 million from thousands of backers who became brand ambassadors.

The company faced serious backlash in 2021 when former employees published an open letter alleging a toxic culture. James Watt apologized and promised changes. In 2023, the UK Advertising Standards Authority fined BrewDog £200,000 for misleading net-zero claims. Then in March 2026, Tilray Brands, an American cannabis and beverage conglomerate, acquired BrewDog's UK and Ireland operations, ending the founders' control over the core business.[edit]