The brand is in danger of disappearing from the pumps after a 50% drop in distribution
Almost 2,000 pubs across the country have pulled BrewDog beers from their pumps and replaced them with rivals – according to a new report. The Scottish brewer’s Punk IPA is no longer being sold by 1,980 pubs – while the whole BrewDog range has been scrapped by 1,860, according to The Telegraph.
Confidential pub industry data shows a more than 50% drop in BrewDog distribution in pubs, with an insider saying it i s “losing taps in the [pub and bar trade] like you wouldn’t believe”. Bars are instead now stocking Camden Town and Beavertown as well as other rivals.
Last month, BrewDog closed 10 of its own branded bars, including its flagship venue in Aberdeen. BrewDog recorded losses of £59m in 2023 and £30.5m in 2022.
Wetherspoon is now its biggest pub customer as the chain still sells BewDog in many of its 794 branches. The insider said: “If they ever lost the JD Wetherspoon deal, then that’s Punk IPA done as a [pub trade] product.”
Lauren Caroll, BrewDog’s chief operating officer, said: “Independent brewers across the board have felt the squeeze from the economic pressures hitting the pub trade. With costs rising and consumers watching their spend, pub groups have been narrowing their ranges, and brewery-owned pubs are putting more emphasis on their own brands.
“It’s not just us – every independent brewer has been affected. We saw the trend coming, which is why we’ve shifted focus to high-impact channels like festivals, stadiums, and independent [pubs].”
James Watt stepped down as chief executive in 2024 and was replaced by James Arrow, who after less than a year in post. Days ago, a poster for BrewDog was banned for implying that alcohol could overcome boredom, loneliness or disappointment.
The ad for the firm’s Wingman beer, seen in May, featured the headline: “Brewdog. Always Got Your Back”, and continued underneath: “Some things in life go AWOL – WiFi fails, the weather turns hostile, and your buddy’s ‘five minutes’ turns into a full-scale delay. But Wingman? Wingman stands firm. Always on station, always mission-ready, always got your back. Because every great operation deserves a great Wingman.”
The Advertising Standards Authority (ASA) received one complaint that the ad implied that alcohol was a remedy for disappointment, suffering and isolation.
A spokesman for BrewDog said: “We acknowledge the ASA’s ruling on our recent Wingman advert and we are disappointed with the outcome, which we believe does not reflect the spirit or intent behind the campaign. That said, we won’t be running the ad again.”