Self-styled punk craft beer brewery BrewDog kicked off its latest crowdfunding campaign in characteristic fashion by driving a giant Trojan dog through the heart of London yesterday.
The 17ft wooden dog filled with flagship beer Punk IPA was apparently designed to be more than just another publicity stunt from a brand adept at controversial PR. It is "a metaphor for the invasion of the corporate world with a new model of business founded in community and passion", the company claimed.
BrewDog's fifth round of crowdfunding aims to raise between £10m and £50m to fund international and domestic expansion and, if successful, will make it the biggest crowdfunded business of all time.
Co-founder James Watt said: "Our Trojan dog is a reminder of the awesome power of people to change the world, with the crowdfunding revolution delivering a stark wake-up call to a broken system that represents a tiny group of fat cats. It's a symbol of the 50,000 investors who helped transform BrewDog from two humans and a dog into a £1b business challenging the status quo at every turn."
The money raised by ‘Equity for Punks V' will be used to increase the capacity of its UK brewing operation, open 15 craft beer bars in the UK, build breweries in China and Australia, and create a dedicated craft beer TV channel.
BrewDog has raised £41m in crowdfunding since 2009. The company now employs 800 staff and 47 bars around the world with breweries in Scotland and Ohio in the US. The latest round will be open until mid-January.
The brand has become synonymous with controversial publicity stunts, such as serving beer in dead animal bodies and handing out beer to entice people to vote in the General Election.
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