Brewdog Boosts Benefits

In the last few days of the crowd funding campaign, Brewdog has offered Boosted Benefits for levels of investment in the £5,000 - 50,000 range.

There is a hint of cult following marketing driven by big ego benefits. There is no substitute for a personal touch and Brewdog is right on the money with this one. Take the £10k level incentive - free beer for life in a growler with your name on it and a personalised equity punk card to prove you own the magic vessel that will keep flowing over every month until you stop walking into their bars asking for more. At this level there is also the 'name in lights' offer, or a steel plaque with your name on it, welded to a vessel in the brewhouse for as long as the stainless steel can weather the elements and withstand its useful operation time. It's shrewd, iconic and flashy, but it still doesn't report back to your bank account in the form of dividends. As long as you are happy to take your return on investment in beer, spirits, experiential benefits, a sense of belonging and being part of history you'll be alright.

I will admit that the experience based benefits are quite cool and are destined to develop long-term friendships and keep the super-class clients and supporter's tails wagging. I have no doubt that this Equity for Punks exercise will become an essential part of every future MBA course's case study curriculum.  I can't wait to hear how much they have managed to raise. Tomorrow is the deadline, so you literally only have hours left to splash out. 

Here's a post-dated update on the campaign. It turns out Brewdog raised £19 million - that's astounding. Congratulations!