After operating out of Scotland since it first opened in 2007, the BrewDog craft brewery is aiming its focus toward the United States through crowdfunding. That was good enough to get $50 million in equity investments for the company’s first American brewery.
That facility is currently under construction in the tiny Cincinnati, Ohio suburb of Winchester. With a population of just over 1,000 people in the town, Brewdog was able to carve out 42 acres to put up a brewery that will encompass 100,000 square feet. When the building is complete, it will draw thirsty and hungry customers to its taproom and restaurant. Also included will be a visitor’s center, though the brewery will take up the bulk of the space.
Four previous crowdfunding efforts by BrewDog overseas resulted in what were known as “Equity for Punks” campaigns. While that name was a cheeky way to separate the company from more sedate investments, the funding was a success in each instance, with more than 40,000 people taking the plunge. The most recent instance came just four months ago, when they raised $25.3 million.
One key factor in gauging the potential success of BrewDog in the United States will take into account the particular fondness individual drinkers have for the company’s bitter beer.
Investing by Americans tends to be done in more serious fashion, given the financial stakes involved. However, BrewDog has made its name through a more carefree approach and, given the growing craft brewery market here, will likely succeed.