Consultants AlixPartners have been brought in by BrewDog to analyse the best way forward for the future of the Scottish-based brewer and bar owner.
“Following a year of decisive action in 2025, which saw a focus on costs and operating efficiencies, we have appointed AlixPartners to support a structured and competitive process to evaluate the next phase of investment for the business,” said BrewDog in a statement.
“This is a deliberate and disciplined step with a focus on strengthening the long-term future of the Brewdog brand and its operations.”
The company made job cuts last year after posting a £37m loss.
The company was founded in Fraserburgh, Scotland, in 2007 by James Watt and Martin Dickie. It enjoyed several years of spectacular growth on the back of attracting major investment from ‘punk shareholders’. There was later investment from private equity.
In January 2022, BBC Scotland aired a documentary highlighting disturbing claims about BrewDog’s corporate culture. This was contested by BrewDog.
In 2024, James Watt stood down as chief executive of the company, and a year later Martin Dickie left the business.
In an email to staff, seen by BBC Scotland News, Brewdog said: “AlixPartners are specialists in business performance and transformation, and they will work alongside the leadership team in the coming weeks to evaluate options and make recommendations, including assessing the next phase of investment in the business.
“It is important to stress this is a normal and prudent step, and no decisions have been made. This does not change our day-to-day operations, our roles or our immediate plans. Our bars and breweries continue to operate as normal, and our focus remains on brewing world-class beer, serving our customers brilliantly and supporting our teams.”
