BrewDog Situation Analysis

Martin Watt and James Dickie had grown bored of the industrially produced bland lagers and stuffy ales that dominated the UK market, so they set out to brew their own boldly flavored craft beer.  Consequently, in April 2007 BrewDog was born, and with it sparked a Craft Beer Revolution. Since their point of inception, filling bottles by hand, and selling their beer at markets as well as out of the back of a beat up old van, the Scottish Craft Beer Brewery has flourished remarkably over the past 6 years. From it infancy of only two men and a dream, BrewDog has grown to 12 bar locations in the UK alone, while offering their bottled beer in 38 different countries worldwide. BrewDog first opened its doors to the public in 2011 providing people the opportunity to buy company shares through their “Equity For Punks” program, which raised just over £2 million. Initially the offer was over subscribed and closed early which left many people on the outside missing their chance to invest.  Today, the Equity For Punks business model is back and stronger than ever.  The company is now made up of thousands of shareholders who care passionately about BrewDog and the Craft Beer they produce. BrewDog plans on doubling their previous business model, and estimates their current fundraising installment of Equity For Punks to reach up to £4 million this time around. Over the past five years, BrewDog has been operating at a calculated average annual growth of 167%. This year the company has announced record growth for 2013 as it plans on opening nine new bar locations in the next six months including bars in Sao Paulo, New Delhi, and Berlin. BrewDog currently stands poised and stronger than ever, as it was recently named The Fastest Growing Food and Drinks Company in the UK’s Sunday Times Fast Track 100 of 2012. 

Scriptwriting
1.) What do I want to say? Message
2.) How do I want to Say it? Tone, Approach
3.) What do I want them to feel, think, or see? Play into the senses and emotions.
4.) Who is your audience?  Conduct research.

Closing the Deal
1.) What specifically do i want to say??
2.) Do I have pictures to back up my message?


PSA Exercise: Drunk Driving
We want to communicate the dangers of drinking and driving.
We want to say it in an extremely serious tone.

We want to appeal to tragic emotion and the heavy consequences of the action in practice.
Our audience is anyone who drinks alcohol with access to an automobile.
Tagline "Before you drink and drive... Think and stay alive.
We are going to communicate through a commercial.
Our idea is to show people mourning at a funeral and pan to a gorgeous expansive car being lowered into a grave. A solemn voice over comes in and says something along the lines of, "thankfully this is the only thing being buried today." then a short clip of someone in critical condition in a hospital with a steady heart beat.
Black Screen: Drop Slogan -> "Before you drink and drive... Think and stay alive."