Marketing
BrewDog's provocative marketing has been a key aspect of the business, and has gained them substantial international coverage
In 2008 BrewDog were challenged by UK drinks industry watchdog the Portman Group. Portman had claimed BrewDog to be in breach of their Code of Practice. BrewDog denied these allegations and countered that Portman was impeding the development of smaller brewing companies. After an 8 month long dispute and a preliminary adjudication which had ruled against the company, in December 2008 BrewDog were cleared of all breaches of the Code of Practice and were permitted to continue marketing their brands without making any changes to the packaging. In protest to their targeting, BrewDog introduced "Speedball", saying "...we thought we would give them something worth banning us for..." . Speedball was promptly banned by Portman before being renamed as Dogma.
BrewDog were also described as "...one of the prime movers..." behind the campaign which changed the law in 2011 to allow new beer measures in Britain.
Read more about this topic: Brew Dog