Repositioning the BrewDog Offer

Let's say you love BrewDog - love the beers, the experimentation, the attitude. But you're not keen on parting with 230 quid for a share in the company.

Because it costs too much / offers little financial return.

What if the offer was repositioned?

What if you could join a membership club, let's call it 'The BrewDog Pack'?

What if the benefits were;

- 20% discount at their online shop
- the chance to buy beers brewed only for club members
- newsletters/Tweets/SMS to alert you when new beers are available
- exclusive 'meet the brewer' sessions held around the UK
- an annual members get-together with lashings of beer
- your name etched into the wall of the new brewery, which your membership fee helped to fund

What if you paid £10 a year for the privilege?

Would you be interested?

So, what if you could only buy a lifetime membership?

What if that lifetime membership entitled you to an introductory case of beer brewed uniquely for members, along with a glass, t-shirt and bottle opener?

What if that lifetime membership also gave you an equity share in the business?

What if that cost £250?



Would you join the Pack?

4 comments:

  1. Even I, a bit of a tight-wad, would be tempted by something pitched like that. I've already bought beer from them totaling almost half that amount in a single order!

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  2. I think that's a very good suggestion - gives something back immediately to the purchaser, with a long-term interest, but takes the focus away from 'investment' with the implied 'but will I make a profit', to 'memberhsip' of a scheme, knowing you are supporting something you care about, with some immediate gratification in the case of beer & other goodies, your 20% discount ongoing, and still has the same result of raising capital for the brewers ... I suggest you point them to this, I don't see why they couldn't look at packaging this now they've made the announcement on the equity arrangement!

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  3. It's actually better than that even. James Watt confirmed to me via email that if four go in to buy one share, all four receive the 20% discount for life.

    This makes investment very tempting indeed - at just £57.50 - so long as you can find three cohorts.

    My post on that: http://bit.ly/17DZuv

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