Publication Date

Spring 4-26-2017

Abstract

BrewDog’s venture into the American beer market by way of Columbus, Ohio presents a wide variety of questions and concerns. Why Ohio? How can they make themselves known in a competitive and foreign craft beer market? Will the European success using standardized marketing and business strategies translate smoothly into the United States? Is their chance of success greater if they embrace their British roots or maintain their nationless rebellious image? Answering these questions, among others, will help us to recognize any underlying issues that BrewDog must address as its entry into the American market continues. One underlying issue that has already revealed itself is whether a foreign company, that has been very public about the inspiration it found in American craft beer culture, can find true success in America.

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