London-based financial consultants AlixPartners have been called in by the Brewdog board to manage the sale process, which could see the firm broken up.
Founded by James Watt and Martin Dickie in 2007, the firm has grown to become on of the best-selling beer brands in the UK – and claims to be the biggest craft beer brand in Europe.
Sky News reports that a quickfire deadline for indicative offers has been set, with a deal potentially leaving many of Brewdog’s 220,000 individual shareholders - who invested via its ‘Equity for Punks’ scheme - with little return on an average of £400 spent.
A statement put out by the company read: “As with many businesses operating in a challenging economic climate and facing sustained macro headwinds, we regularly review our options with a focus on the long-term strength and sustainability of the company.
“Following a year of decisive action in 2025, which saw a focus on costs and operating efficiencies, we have appointed AlixPartners to support a structured and competitive process to evaluate the next phase of investment for the business.
“This is a deliberate and disciplined step with a focus on strengthening the long-term future of the BrewDog brand and its operations.”
The company has faced significant challenges in recent month, opting to halt production of gin and vodka products at its Aberdeenshire distillery to “sharpen” business focus in January; following a gloomy announcement about job cuts in October after it posted a £37 million loss.
This winter of discontent follows a turbulent summer in which Dickie left the business for “personal reasons” shortly after the decision was taken to close ten of its 71 UK pubs – including its flagship Aberdeen location.
Brewdog’s work culture has been described as operating with a “culture of fear” and a “toxic attitude” to younger staff in an open letter posted by workers in 2021 - with Watt later accused of inappropriate behaviour by younger female staff following a BBC investigation in 2022.
Employing an estimated 1,400 staff across the UK, Brewdog and its venues are now expected to operate as normal. It currently retains a 4% share of the UK off-trade grocery market by value.
