BrewDog has agreed a joint venture with Asahi to boost the Scottish brewer’s international footprint.
BrewDog is looking to boost its sales in Asahi’s home country of Japan sixfold in five years. It already has a bar in Tokyo, but could set up a brewery there, too.
BrewDog is also reported to be considering an initial public offering (IPO) in London, and is being advised by Rothschild.
The joint venture — over which BrewDog will retain a controlling interest — will be known as BrewDog Japan and is the first of its type for BrewDog. It will operate as a standalone entity with its own sales, marketing, and back-office teams, and will focus exclusively on the distribution and marketing of key BrewDog brands Japan.
While BrewDog beers are already available in limited locations across Japan, the joint venture will invest to grow brand awareness country-wide and to increase significantly the number of outlets where customers can find BrewDog beers.
BrewDog is still recovering from accusations earlier this year of a “climate of fear”, highlighted in an open letter signed by several former employees. The company has since employed industry specialist and craft beer consultant Ren Navarro as diversity specialist. It also said it would appoint a mental health and wellbeing ambassador.
