Brewdog's approach to events is simple – it needs to shine the spotlight on craft beer, explains co-founder James Watt.
"Our events, bar launches and new brews are all focused on making people passionate about craft beer," he says. "We don't believe in stuffy, formal events; we think people enjoy tasting beer in a natural habitat, which is why even our AGM is mayhem and there are definitely no suits."
The brand has a penchant for PR stunts, and this has spread beyond the UK. "We have rolled a tank down a high street in London, offered free rides on a stuffed seaside donkey in Brighton and held a funeral for bad beer in Stockholm," Watt explains.
"How we make noise doesn't differ from place to place - we're always Brewdog, but we link what we're doing to the local culture and local landmarks."
Events enable Brewdog to bring its brand to life, whether that's at a bar in Finland, London or Tokyo.
"Passion, knowledge and sharing information are key in the craft beer scene. Events need to reflect that and be a celebration of home brewing, craft, recipes and beer chat. It's a two-way conversation at every level," says Watt.
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