A tale of toxicity and redemption(?): learnings from BrewDog’s culture crisis
On the 9th of June 2021, Punks With Purpose published an open letter to BrewDog flagging concerns about the way the brand was operating, particularly in its culture and treatment of its staff. The letter attracted considerable attention and went on to be signed by over 300 current and former employees.
‘BrewDog was, and is, built on a ‘cult of personality’ … ‘growth, at all costs, has always been perceived as the number one focus for the company.’ Punks With Purpose
The open letter asserted that BrewDog’s culture is dominated by fear and that it stemmed directly from co-founder, James Watt. In the aftermath of the letter, Watt posted an apology admitting that
‘on many occasions, we haven’t got it right. We are committed to doing better, not just as a reaction to this, but always.‘ James Watt CEO BrewDog
In response, BrewDog commissioned an independent culture review, carried out by consultancy firm Wiser. They have introduced new policies, increased pay and hired more staff, but is it enough?
BrewDog has always courted controversy in their brand and leant into their ‘punk’ image. Their identity as rebels of the brewing industry heavily relied on Watt. As a result, customers identified with the brand, but it also left the CEO vulnerable to criticisms of dissatisfied employees. BrewDog is no longer a challenger brand, they’re market leaders, so while they may still be punks at heart, their company culture needs to reflect the scale of operations.
Technology, social media and career review sites such as Glassdoor have dramatically changed the way we recruit and retain talent.
Read the full article to find out more about the strategies BrewDog have implemented to improve their company culture and whether we think they are doing enough to save their employer brand.
