No. 9: Direct to consumer

It was a remarkable admission by James Watt, one of the founders of Scottish craft brewer BrewDog: He said that in March 2020 he broke down in tears when the severity of covid-19 became clear: BrewDog had lost almost 70 percent of its revenue overnight, almost all of its 100 bars were closed, most of its export markets stopped ordering. Pivoting its website to prominently feature its online shop proved a way out. BrewDog ended a potentially ruinous year profitably. So what can craft brewers learn from BrewDog’s e-commerce model?