Tactical Nuclear Penguin – the sexy side of the rebrand
Identify what matters and sacrifice everything to make it happen, exactly on your terms. Be beholden to no-one. Least of all people who try to tell you what to do.
Business for PunksThis is the philosophy of BrewDog, a Scottish independent brewer which was created in April 2007 with 2 employees (+ 1 dog) selling 1,000 hl of home-brewed beer out of the back of a van.
8 years later on, BrewDog has mushroomed to 540 employees (+1 dog) selling 134,000hl of beer and 44-owned bars.
All in the bland, corporate-dominated world of brewing…….
The appeal of the rebrand
We love experimenting with new techniques and ideas; reinventing the art and science behind brewing in the process
Brewdog websiteCompare some of Brewdog’s named offerings with those of the multi-nationals:
- Tactical Nuclear Penguin
- Dead Pony Club
- Five AM Red Ale
You can’t help but be intrigued can you?
Eye-catching titles + Innovative copy = Distinctive branding
Now consider this description of Five AM Red Ale, taken from the Brewdog website:
“FIVE AM RED ALE – BITTER SWEET CHAOS
FIVE AM IS CLARITY CONDENSED INTO A SINGLE MOMENT. EVERYTHING LAID OUT BEFORE YOU IS STATIC, BUT NOTHING IS SET. THE ROAD RUNS STRAIGHT INTO THE SHIMMERING DISTANCE.
It’s time to take that ride.
Five AM Red Ale is five malts at 5% ABV.
Out of this order and stability comes the rush of the pack. Berry and caramel riding alongside marmalade and chocolate. Spice and toast jostle with lychee and biscuit.
The needle flicks to all points of the compass. It drives you towards the horizon, towards the vanishing point. And it keeps going…”
Authenticity is key
Sorry, I know begins to sound a bit ‘corporate’ now, but really, it’s an antidote to the mass-produced beer descriptions which read like something from a rather flouncy wine list….“golden in color with exceptional clarity and a spicy hop character”.
Which would you prefer?
Something which pushes for your wallet, or something which pushes the boundaries?
If we want to condition a beer at the bottom of the ocean; we will. If we want to ferment a beer at -20°c for three weeks; we will. If we want to brew the world’s strongest beer; screw it, we will
Brewdog
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