Recognising that the craft beer industry and its fans had evolved, BrewDog wanted to use its elevated position and bold voice as a platform to drive conversations about global social issues and to continue challenging the establishment. Objectives were to increase beer sales, drive traffic to the online store and support expansion by driving awareness.

If previous years were about revolution, 2014 would be about inspiration, engaging wider society, with BrewDog demonstrating the shape of punk to come. The strategy was three-fold – inspire people to unite behind a common cause, engage existing and potential customers with creative and compelling content, and tell a great brand story in BrewDog’s own, indomitable style.

We took on Vladimir Putin with the world’s first protest beer, Hello My Name is Vladimir (HMNIV). Marketed as #NotForGays, this heterosexual satirical beer highlighted Russia’s anti-gay legislation.

With the Portman Group decreeing a BrewDog beer was in breach of its alcohol marketing guidelines, we issued an official apology for ‘not giving a shit’, including the hashtag #SorryNotSorry. The humorous and sarcastic response highlighted the Portman Group’s self-serving agenda of protecting the interests of its funding members, big breweries and corporations.

HMNIV sold out within two weeks and became a global trending topic across social media. The Portman Group ‘apology’ was described as ‘the best corporate statement ever written’ and also became a social media sensation.

BrewDog expanded internationally with 16 new bars, increasing annual turnover by 64%, all with our company providing the brand’s only marketing support.

Our plan blended integrated PR and social media with creative responses to reactive opportunities as they arose.

Kicking things off in true BrewDog-style we took on Vladimir Putin with the world’s first protest beer, HMNIV. Marketed as #NotForGays, this heterosexual satirical beer highlighted Russia’s anti-gay legislation, overshadowing the Sochi Winter Olympics. The incendiary label declared, “I am 100% hetero and will pass laws to prove it”, warning, “may contain traces of sarcasm and protest”.

In April, the Portman Group decreed that a BrewDog beer was in breach of its alcohol marketing guidelines. On the same day, we issued an official apology from BrewDog PLC and its 14,691 shareholders for ‘not giving a shit’ about its ruling, including the hashtag #SorryNotSorry. The humorous and sarcastic response highlighted the Portman Group’s self-serving agenda of protecting the interests of its funding members, big breweries and corporations.

Our brave strategy challenged the establishment and delivered against all business and communications objectives:

• 174 pieces coverage.

• Many articles stated The Portman Group response was the ‘best corporate statement ever written’.

• HMNIV sold 5,000 bottles in 24hrs, 10,000 in a week and sold out in 2 weeks. Online shop traffic increased 856%. #NotForGays was tweeted over 4,000 times, was top trending topic on Facebook, a global Twitter trend and number one trend on Twitter UK.

• The Portman Group response trended on Facebook and was the most shared article in The Drum’s history (49,000+ likes, 1,400+ Twitter shares). 77,500+ visits to the Manifest Digital Newsroom, 262% increase in daily and 10,040 mentions in a week.

• Most importantly, activity drove bar expansion, launching 16 new bars in 2014 and increased annual turnover by 64% to over £29.6million. This came with us providing the brand’s only marketing support.