Employee Concerns Over Potential Sale
Brewdog employees have expressed significant concern about their futures following reports that the craft beer company may be sold. The Unite union stated that staff are "really concerned" after learning that financial consultants AlixPartners have been engaged to seek new investors, a move that could result in the Aberdeenshire-based firm being broken up.
The Unite union also reported that "upset" employees had only received a single email from senior management regarding the situation, with some staff discovering the potential sale only after it was reported in the media.
Brewdog has been contacted for comment.
In a separate email to employees, obtained by BBC Scotland News, Brewdog described the decision to involve AlixPartners as a "normal and prudent step". The company reassured staff that this action "did not change day-to-day operations, our roles or our immediate plans".
Company Statement and Economic Context
In a media statement, Brewdog explained that the decision to bring in AlixPartners was made in response to "operating in a challenging economic climate". The company emphasized its focus on the "long-term strength and sustainability" of the business.
Union Response and Staff Impact
Bryan Simpson, hospitality lead for Unite, said the union had been "inundated" with messages from employees worried about their job security since the news became public. He noted that some workers have already experienced a reduction in hours from 32 to 24 per week, resulting in a loss of approximately £400 in income.
Brewdog currently employs around 1,400 people and operates breweries in Ellon, as well as in the United States, Australia, and Germany. Simpson indicated that many of the union’s inquiries have come from employees at the Ellon site.
"Let's be clear, this isn't just the potential collapse of a brand, this is people's jobs, this is people's rent, how they pay their bills and their childcare and yet they are being informed about the sale of their employer through the press. That is morally unacceptable.
We need clarity on jobs. If there are going to be redundancies, they need to be informed as soon as possible, legally and morally, because they cannot have job losses with consultation and without ensuring they get the maximum they are due."
Company Background and Recent Developments
Brewdog was founded in 2007 by friends James Watt and Martin Dickie. The company now operates bars and breweries worldwide, including approximately 60 locations in the UK.
In 2017, Brewdog sold a 22.3% stake to San Francisco-based private equity firm TSG Consumer Partners. James Watt stepped down as CEO in 2024, assuming the role of "co-founder and captain," while Martin Dickie left the company last year for personal reasons.
In January, Brewdog announced it would cease production of its Lonewolf Gin and Abstrakt Vodka brands at its Ellon distillery. This followed job cuts across the company after it reported a £37 million loss.
In recent years, Brewdog has attracted attention for its marketing campaigns and workplace culture. In 2024, the company faced criticism after announcing it would no longer hire new staff at the real living wage, opting instead to pay the legal minimum wage.
