
Another round at Brewdog. Is it about to be eaten by Big Beer?
There has been a good deal of media commentary on Brewdog recently, much of well informed and interesting.
Rob Davies has posted a useful piece at the Guardian
I picked up a couple of points in particular worth noting further. Brewdog say that the concessions they have at Lords cricket ground, West Ham’s London Stadium and the Isle of Wight Festival provide three times the volume of sales that they were achieving at the ten pubs they have recently closed.
In one sense this is not surprising. If you want a beer at the London Stadium or Lords (you can take limited alcohol in there as Lords carries its own insurance) or the Isle of Wight Festival its Hobsons Choice, Brewdog.
Pete Brown also rightly criticises those who say that Brewdog were never any good. In its early period Punk was very good, a benchmark setter. So were the barrel aged beers and later the wild beers and sours. All apparently gone
In fact as I recently noted Punk IPA is now a perfectly drinkable, easy drinking mass market beer, one amongst numbers of others
Finally the FT (Katie Martin 13th September) reports on issues facing private equity in the current market. Given that private equity outfit TSG have a significant stake in Brewdog and have just loaned them another £20m this is of interest. Martin notes that while the aim of PE is to invest, grow and then sell at a profit, at the moment there are very few IPO listings and those who determine the market reportedly think that the value of PE IPO sales are overpriced compared to their actual value. Hence Martin reports that some PE sales have taken place by selling to another part of the same PE group.
If a PE sale is not on the cards in the current commercial environment and Brewdog having sustained significant losses is currently just profitable that leaves open the option of a sale to Big Beer. Heineken or ABInBev may not have much interest in most of the pubs but the off-trade-supermarket etc- sales and those three concessions might be of more interest…










