The Brewdog board has enlisted London-based financial consultants AlixPartners to oversee the sale process, potentially leading to the division of the firm.
Founded by James Watt and Martin Dickie in 2007, Brewdog has established itself as one of the UK’s top-selling beer brands and claims to be the largest craft beer producer in Europe.
According to Sky News, a swift timeline for indicative offers has been set, which may result in Brewdog’s 220,000 individual shareholders—who invested an average of £400 through the ‘Equity for Punks’ initiative—seeing minimal returns.
The company released a statement emphasizing, “As with many businesses operating in a challenging economic climate and facing sustained macro headwinds, we regularly review our options with a focus on the long-term strength and sustainability of the company.”
“Following a year of decisive action in 2025, which saw a focus on costs and operating efficiencies, we have appointed AlixPartners to support a structured and competitive process to evaluate the next phase of investment for the business.”
“This is a deliberate and disciplined step with a focus on strengthening the long-term future of the BrewDog brand and its operations.”
In recent months, the company has encountered significant obstacles, including the pause in production of gin and vodka at its Aberdeenshire distillery intended to “sharpen” business focus, and a concerning announcement about job cuts following a £37 million loss in October.
This challenging period for Brewdog comes after a tumultuous summer during which Dickie departed for “personal reasons” shortly after the closure of ten out of its 71 UK pubs, including its flagship in Aberdeen.
The firm’s workplace culture has been described as having a “culture of fear” and a “toxic attitude” towards younger staff, according to an open letter posted by workers in 2021. Additionally, Watt faced allegations of inappropriate behavior towards younger female employees after a BBC investigation in 2022.
Currently, Brewdog employs around 1,400 staff across the UK, and its venues are expected to continue normal operations. The company maintains a 4% share of the UK off-trade grocery market by value.
