BrewDog

BrewDog is a multinational brewery and pub chain based in Ellon, Aberdeenshire, Scotland. With production of over 100 million litres (200 million pints), BrewDog is the seventh-largest beer brand in Britain, and claims to be the "#1 Craft Brewer in Europe". As of 2023, the brand was available in 57 countries, with beers sold in over 129 bars and widely distributed internationally. BrewDog, founded in 2007 by James Watt and Martin Dickie, opted not to invest in traditional advertising such as billboards or newspaper placements. Instead, the company employed a strategy centred on generating free media coverage through deliberately provocative campaigns, controversies, and publicity stunts. The company's UK and Ireland operations were acquired by the American company, Tilray, in March 2026.