Bizarre post on forum asking shareholders to merchandise BrewDog's stock in supermarkets shows depth of loyalty brand inspires

A bizarre post on a forum asking shareholders to merchandise BrewDog's stock correctly in supermarkets shows the depth of loyalty the Scottish beer brand inspires.

Published 19th Feb 2020
Updated 9 th Aug 2023

The post, which was titled "Helping with our in-store presence", was added by equity punk community manager BrewDogMichael and read: "When merchandised correctly, the new packaging has real standout, is eye-catching, and has the ability to completely disrupt the shelf. We believe this will be key in bringing people to craft beer, as we pursue our goal of making other people as passionate about great craft beer as we are.

"However, as many of you guys have reported to us already, there have been some examples of our new packaging not being merchandised in the best way."

He then goes on to state that the post is a "call to arms" before asking forum users to rotate the boxes on the shelf so they "face the right way". The poster also adds that if questioned by staff that they should highlight that they are BrewDog shareholders and simply want the boxes to look their best.

The poster then asks people to report stores where the merchandising hasn't been done correctly and needs to be fixed by them.

One forum user replied that they had just been to a local Tesco and "done this very thing" before another replied: "Challenge accepted."

Another person stated that they've been doing this sort of thing for years.

However, other BrewDog shareholders were quick to point out that the fault lies with the packaging itself, while others asked if it was April 1st, adding that they were baffled as to why BrewDog would "think it was a good idea to tell shareholders to walk into supermarkets and do someone's actual job for them".

The number of positive responses, with many of the shareholders confirming they've already started re-merchandising the shelves, however, appears to show the depth of loyalty that the Ellon-based brewery seems to inspire in its fans.

When the post was shared on the Worst Beer Blog Facebook page, social media users didn't take long to mock the post with one person quipping: "Nothing more punk rock than facing the product. It's what Joe Strummer would have wanted."

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Another joked: "I'm going to go up to the cash register, open it and start taking out money... 'Hey guys- this is fine, no need to be alarmed. I'm a Brewdog shareholder.'"



Driven by a passion for all things drinks-related, Sean writes for The Scotsman extensively on the subject. He can also sometimes be found behind the bar at the world famous Potstill bar in Glasgow where he continues to enhance his whisky knowledge built up over 10 years advising customers from all over the world on the wonders of our national drink. Recently, his first book was published. Dubbed Gin Galore, it explores Scotland's best gins and the stories behind those that make them.
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