BrewDog: Revolutionizing Craft Beer Worldwide

BrewDog is a leading craft beer franchise founded in 2019 in Fraserburgh, Scotland. Its global headquarters are in Ellon, Aberdeenshire.

BrewDog started franchising in 2020 to expand its unique bar experience worldwide. The franchise sells a wide range of craft beers, including its popular Punk IPA, along with food and beverages.

BrewDog stands out by combining high-quality, innovative beers with a vibrant, community-focused bar atmosphere. Its commitment to sustainability and bold marketing sets it apart from traditional breweries.

Training

BrewDog provides franchisees with several structured training programs to support the successful launch and operation of their BrewPubs:

1. Initial Orientation and Training: BrewDog requires that the Principal Owner, General Manager, Head Brewer, and Kitchen Manager attend the initial orientation and training program. Although BrewDog does not charge a fee for this training, franchisees are responsible for related costs such as travel, food, lodging, and employee wages. This training ensures that key personnel are well-versed in operational standards and procedures essential for running the BrewPub.
2. Opening Training Team: Prior to launch, BrewDog sends an opening Training Team to the franchise location for ten days. This team assists with training supervisory staff and preparing the BrewPub for its opening, focusing specifically on System Standards. While there is no fee for the team's services, the franchisee must cover travel and food expenses (up to $500 per trainer per day) and any additional costs if extra training or rescheduling is needed.
3. Operations Manual Access: Franchisees receive access to BrewDog’s Operations Manual, which is a comprehensive resource that includes about 142 pages of System Standards, operating procedures, and franchise obligations. This manual is updated periodically to reflect changes in standards, and franchisees are expected to adhere to its current contents to ensure consistent brand quality and operations.

Territory Protection

BrewDog provides limited territory protection to its franchisees. While franchisees receive a defined Territory—typically a one-mile radius around the BrewPub premises—they are not granted exclusive rights within that area.

BrewDog explicitly states that franchisees may still face competition from other franchisees, company-owned outlets, or alternative distribution channels under the BrewDog brand.

However, BrewDog does assure franchisees that, provided they are in full compliance with the Franchise Agreement, neither BrewDog nor its affiliates will permit another BrewDog BrewPub to operate physically within the designated Territory during the term of the agreement.