By: Jemima Kelly
Remember BrewDog, the Scottish beer-for-people-who-think-they-like-beer company that’s managed to raise money from over 110,000 “equity punks” (AKA ordinary and really quite un-punky retail investors) around the world?
Well, it’s raising again. Or trying to, anyway. In the company’s latest “Equity for Punks” crowdfunding raise — its sixth such round — it’s aiming to raise another £7m, with a “stretch goal” of £50m. The £7m would bring the total amount of money BrewDog has raised via crowdfunding to an impressive £74m. (Although it should be noted that it also raised £213m from a somewhat less punky US private equity fund back in 2017.)
The offer had been open between April 6th and July 5th, per its prosectus. But on July 4th, with the £7m goal not yet met, the company appears to have suddenly been overcome by an even-more-punky-than-usual urge.
Suddenly, BrewDog decided it was time to accept crypto.
Simulaneously, BrewDog announced it was launching a new beer called Cryptonite: Intergalactic Liquid Currency” — which anyone buying with crypto would receive six cans of — and that it was extending the fundraising period until April 2020. The extension, of course, wasn’t about not meeting the fundraising goal though. Rather, it was “to celebrate this milestone” of accepting crypto.
In a press release, the company said:
This is the natural next step for us as a business. James and Martin started BrewDog to be an alternative to the status quo; to challenge perceptions and revolutionise their industry. The developers, miners and users of cryptocurrency are exactly the same. Joining forces to link the old and new financial systems is a perfect fit.
Status-quo-challenging cryptocurrencies accepted by BrewDog include the three main versions of bitcoin (bitcoin, bitcoin cash, and bitcoin BSV), thinking-bro-coin Ethereum and XRP, the banker-coin once known as Ripple that’s trying to replace SWIFT.
Other ways that BrewDog gets people to invest — or to “join the revolution” — include referral schemes, a ticket to the annual “#punkAGM”, and membership to an “exclusive social network just for equity punks”. There is also a “tiered benefits” system depending on your level of investment, and anyone who invests is entered into a draw to become a “BrewDog Millionaire”.
So this all makes sense right? I mean, we would have thought the BrewDog-bro-to-crypto-bro venn diagram would show a significant overlap already, but there’s surely no harm in trying to make that still more more significant. And crypto does, after all, have a remarkable capacity to get people to part with their cash, with no certainty on future returns. So go on, if you think you’re punk enough. Artisanal coins for your artisanal beer.
Can Brewdog keep on delivering? – FT Alphaville
Brewdog’s ambitious projected profits – FT Alphaville
Brewdog raises £100m from American private equity firm – FT Alphaville
Brewdog’s investors discover dilution – FT AlphavilleCopyright The Financial Times Limited 2019. All rights reserved. You may share using our article tools. Please don’t cut articles from FT.com and redistribute by email or post to the web.