It was like someone pulled the floor from under their feet. James Watt (37) experienced it like any other writer in the last few months. “I was very scared that BrewDog would not survive the epidemic and we would have to keep our staff,” the CEO of the Scottish brewery company told the Telegraph this week.
These are unfamiliar words for a businessman who has been bad for years for success.
When Watt and his childhood friend Martin Dickey founded a microbrewery in 2007, away from the Scottish oil metropolis Aberdeen, the main focus was on fun. Nobody thought how big the business would become. It was a rebellion against British beer culture that sank into boredom. Both of them sacrificed all their savings to establish the company and took a loan of £ 20,000.
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The fun and protests suddenly became serious: with its iconic beer names such as Punk IPA or Nani State (German: superlative state) for the alcohol-free version, BrewDog began a worldwide victorious march. With the concept of serving their own beer in their own pub, they now exist in about 100 cities. To cope with the demand, breweries have been raised in the United States, Germany and Australia in recent years.
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